Case Study: The National Lottery achieves boosted awareness (+4% viewability) and major cost savings (CPCV -85%, CPV -30%) with Outbrain's Onyx

The National Lottery Launches its First-Ever Cross-Funnel Campaign on the Open Internet

The National Lottery turned to the Open Internet to boost awareness and player engagement for a €130 million Euromillions superdraw, seeking to move beyond its traditional media mix and shift audiences from mere awareness to consideration. The brand needed a partner able to deliver high-impact branding while also driving measurable mid-funnel performance.

Working with IPG Mediabrands and Outbrain, the campaign ran a dual approach: Onyx-powered, high-attention video placements to build awareness and identify high-value audiences, followed by precision mid-funnel targeting to retarget those audiences and drive visits. The unified strategy bridged brand-building and consideration, delivering viewability +4% vs. goal, Cost Per Completed View -85% vs. goal, and Cost Per Visit with retargeting -30%.

The National Lottery

Mathieu Corrado

Digital Performance Advisor Initiative & Mediabrands