Tech platform adMarketplace has announced the results of its ongoing partnership with THG.
The global health and wellness consumer brands group has “driven significant revenue growth and cost efficiencies for the e-commerce innovator”, and the collaboration has yielded a 10% increase in incremental revenue for THG’s beauty retail business while improving its marketing efficiency, driving measurable savings, said a statement for the firm.
THG, which is headquartered in Manchester, operated through two consumer businesses: THG Beauty and THG Nutrition.
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The group partnered with adMarketplace to diversify its search advertising beyond traditional search engines like Google and Bing.
Facing rising competition and costs on legacy search platforms, THG leveraged adMarketplace’s native search ad placements across browsers and buy now, pay later (BNPL) apps to reach high-intent consumers across the open web.
The agreement, which was launched across THG’s beauty brands in late 2022, has enabled the brand to connect with new customers outside of standard search engine results pages and drive more cost-efficient traffic to its sites.
This resulted in a 0.3% reduction in the cost-of-sale (COS) while scaling customer acquisition and delivering 10% growth in incremental revenue.
Cal Salvaggio, global head of Paid Media at THG, said: “adMarketplace differentiated itself from other competitors due to the premium targeting and exclusive placements of BNPLs.”
“Their robust reporting and insights set the way for us to drive marketing diversification.”
Building on this, the two firms plan to expand their collaboration in 2025 and beyond. Both companies are committed to continuing their partnership to drive additional non-brand search growth and further efficiency gains across THG’s global operations, they said.
Sam Pitt, European managing director at adMarketplace, said: “Our advertiser success team has worked diligently to deliver performance and efficiency at scale, effectively moving the needle on the two KPIs that THG uses to measure success: COS and new customer acquisition.”
“Our managed service, based on industry-leading measurement and insights, has created the foundation for success.”
