Finance Case Study: Finding Qualified Audiences To Increase Credit Card Brand Awareness
FINANCE CASE STUDY | SPECTRUM MEDIA SERVICES
OBJECTIVE
Global financial services company wanted to drive product awareness for its cash back credit card.
STRATEGY
Our team created custom Content Targets around the credit card & its competitors, as well as audience relevant lifestyle categories.
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.
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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