Reach Niche Audience for Financial Services Company

The Challenge

A financial services company wanted to target a very specific audience on television, similar to how it targets audiences through digital channels. The advertiser also wanted to outperform its biggest competitor on television.

The Simulmedia Solution

  • Custom Target

    Execute a two week audience-targeted campaign designed to efficiently reach the client’s custom target of people who track investments or trade online. By homing in on these specific customers, the client would also steal share away from its competitor.

  • Prediction

    Use data to find those custom target viewers outside of the contextual networks on which the advertiser was currently running.

The Results

  • 2.2M

    Simulmedia reached 2.2M of the client’s custom target viewers, more than twice as many as any other network on which the client is advertising.

  • 42%

    Simulmedia was 42% more cost efficient in reaching the custom target than the campaign’s TV network average.

  • 37.3M

    Client reached 37.3M people during their campaign.

Future Optimization

Simulmedia analyzed the campaign’s performance to further optimize future campaigns, recommending:

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    Reallocating budget from networks that did not contribute unduplicated reach to Simulmedia to further extend the campaign’s reach against the available audience.

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    Re-define the target audience to focus more on men, because they were shown to be more responsive to the advertisements.

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