The client in this case is a financial services company that has built its business online. It is disrupting the industry by giving customers a purely digital path to purchase, as opposed to relying on retail locations. The company has had some success acquiring customers through digital advertising, however, their TV advertising, which was based on a contextual buying strategy, was not generating enough traffic to the company’s digital properties. This was impeding the company’s growth.
Using a custom target comprised of people who track investments or trade online—the same audience it was using for its digital advertising—Simulmedia’s advanced TV software created a reach-maximizing media plan that complemented the client’s contextual buy and reached more of the target audience across national TV.
Because the company was still relatively new and determining the right message and media mix, its overall spend was modest by TV standards. The campaign ran for about a year in small, low-cost bursts, allowing the brand to test, learn and optimize while minimizing risk.
The client outreached its top competitor, and uniquely reached 3.6M custom target viewers who never saw the competitor’s ad.
more audience reached than competitor campaign
more cost efficient reach than client’s campaign average
total viewers reached during the campaign