Programmatic
Client Overview
Our banking client approached us to run an awareness campaign for their mortgage loan offerings. Historically, we had managed their campaigns using traditional paid advertising channels such as Google, Facebook, and Twitter. However, this time, the client had a specific requirement: the ability to target ads based on Socio-Economic Class (SEC).
Challenge
The key challenge was to identify and target audiences by SEC, a segmentation not directly supported by most traditional ad platforms. This necessitated exploring advanced targeting solutions while maintaining efficiency and meeting campaign KPIs.
After an internal consultation, it was evident that leveraging programmatic advertising via our Demand-Side Platform (DSP) was the ideal solution. Programmatic offered the granularity needed to target audiences by SEC effectively.
We developed a comprehensive strategy that combined the precision of programmatic advertising with the broad reach of traditional paid ads. Key elements included:
- Targeting Approach: Using the DSP to create and optimize SEC-based audience segments.
- Creative Assets: Designing tailored ad creatives that resonated with different SEC segments.
- KPIs: Establishing clear performance metrics, including reach, engagement, and cost efficiency.
Execution
The campaign was executed as a balanced mix of programmatic and traditional paid ads. Programmatic ads focused on SEC-specific targeting, while Google, Facebook, and Twitter ensured broader awareness.
Results
The campaign exceeded expectations, achieving and surpassing all key performance indicators. Highlights included:
- Deep Audience Insights: Programmatic provided detailed analytics on the performance of different SEC segments, helping us identify the most responsive audience.
- Client Optimization: Armed with these insights, the client was able to refine their mortgage product offering, tailoring it to better appeal to the top-performing SEC segment.
- Enhanced Efficiency: The combination of precise targeting and optimized creative assets led to a significant improvement in ad engagement and conversion rates.