Lifemiles uses MediaMath’s Curated Markets to drive traffic to their website


Lifemiles is one of the largest loyalty programmes in Latin America, allowing people to earn points on their travel and tickets. The aim of this campaign was to drive traffic to their website.

  • Campaign KPI: CTR
  • CTR benchmark – 0.54%


This campaign was run by Lifemiles through the MediaMath platform, and used both display and video formats.

To reach their audience and scale the campaign, Lifemiles leveraged whitelists, their own 1st party audiences data and MediaMath’s Curated Markets. Curated markets include inventory which is specifically curated to deliver against a specific campaign outcome. For this campaign Lifemiles used both MediaMath’s Performance Marketplace and LATAM Marketplace to reach users within these markets.

By using curated markets, Lifemiles gained instant access to high-performance inventory, rather than having to manually create dozens of deal ids.

For brand safety they used Oracle segments.


The campaign delivered over 77,000 visits to Lifemiles website.

It delivered the highest CTR achieved in 2022 across all financial campaigns run by Lifemiles, beating the benchmark by 37%

  • CTR benchmark – 0.54%
  • CTR achieved – 0.74%

The tactics used for this campaign are now being used as a baseline for all Lifemiles campaigns.


LifeMiles is the loyalty program of Avianca and the miles you can earn are also known as LifeMiles. This program is a bit different from other airline frequent flyer programs as it is owned by a separate, legal business.