• Spectrum Media Services

Case Study: Finding Qualified Audiences To Increase Credit Card Brand Awareness

OBJECTIVE

Global financial services company wanted to drive product awareness for its cash back credit card.


STRATEGY

  1. Our team created custom Content Targets around the credit card & its competitors, as well as audience relevant lifestyle categories.

  2. Spectrum used content consumption data to identify qualified users & targeted them when they were in the right mindset to engage with the credit card’s message.

  3. We optimized towards Content Targets & ad sizes that performed best across open web desktop & mobile placements to achieve the brand’s KPIs, which included: brand study performance, viewability, CPPV (cost per page view), & CPA (applications).


RESULTS

Delivered strong results across all performance metrics:

  • Top performer in all brand lift categories measured by Research Now brand study.

  • Exceeded viewability benchmark across desktop & mobile by 10% on average.

  • Achieved CPPV (cost per page view) benchmarks, with the top performing Content Targets of Auto Intenders and DIY delivering 37% below goal on average.

  • 2nd best performing partner for CPA (applications) out of 50+ partners.

Spectrum’s ability to discover qualified audiences through content consumption allowed the credit card provider to increase awareness & the client continues to partner with our proprietary solution.


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