Ibotta Unlocks Next-Level CPG Profitability with LiveLift™ Real-Time Optimization
MARKETINGTECHNOLOGY
LiveLift allows brands to measure and optimize their campaigns while they are live, helping achieve profitable revenue growth.
The Consumer Packaged Goods (CPG) industry has long struggled with a fundamental disconnect: while digital marketing offers real-time measurement and optimization, traditional product promotions—from coupons to rebates—have remained a guessing game. Now, Ibotta, Inc. (NYSE: IBTA) is closing that gap with the launch of LiveLift™, a groundbreaking tool designed to bring the precision of performance marketing directly to CPG promotions.
LiveLift fundamentally changes the game by allowing brands to measure and optimize their campaigns while they are live, ensuring that every promotional dollar spent is maximally profitable. This capability promises to help brands achieve consistent profitable revenue growth and capture greater market share with unprecedented control.
The Power of Real-Time Optimization
Historically, CPG promotions were launched, run for a set period, and then measured after the fact, making mid-campaign adjustments impossible. LiveLift flips this model on its head by injecting performance marketing principles—like responsiveness and flexibility—into promotions.
Bryan Leach, CEO and founder of Ibotta, emphasized the transformative nature of the tool: “LiveLift enables brands to reinvent their national promotion strategy, allowing them to drive incremental volume at scale with control and efficiency... Marketers have come to expect precise measurement in their digital marketing efforts, but historically did not have access to the same level of capabilities for digital promotions. LiveLift solves that.”
With LiveLift, CPG marketers gain an enhanced ability to:
Set Incremental Sales Targets: Define clear, measurable goals for promotional growth.
Measure Continuously: Access real-time data on how the promotion is performing.
Optimize Live: Adjust variables within the campaign on an ongoing basis to drive better conversion, velocity, and faster repurchase cycles.
Proven Success with Industry Leaders
Even in its pilot phase, LiveLift demonstrated its ability to deliver game-changing results. Leading national brands, including Liquid Death, Kimberly-Clark Corporation, and Hain Celestial, took part in successful pilot campaigns that showcased the tool's effectiveness in driving measurable incremental sales lift and speeding up customer repurchase cycles.
Benoit Vatere, Chief Media Officer at Liquid Death, praised the efficiency gain: “We’re energized by strategic partners like Ibotta that are a precise mix of innovation and tactical execution... LiveLift gives us an enhanced ability to measure incremental sales lift, ultimately empowering us to make better informed investment decisions on an ongoing basis.”
The launch of LiveLift also leverages Ibotta’s recently announced strategic partnership with Circana, LLC, a leading global advisor on consumer behavior. Initial joint studies have already shown that Ibotta campaigns generate strong incremental sales that exceed typical category benchmarks for other media investments, underscoring the platform’s unique value proposition.
By building the first true performance marketing platform for CPGs, Ibotta is ushering in a new era where data-driven insights translate immediately into profitable action. The company plans to roll out LiveLift more broadly, continually adding features to increase measurement frequency and optimization capabilities, cementing its gold standard approach to promotions.