Financial Services Innovator Uses Simulmedia To Target Its Digital Audience On TV

The Challenge

A financial services company that was born online and is actively seeking to disrupt the industry had found some success acquiring customers through targeted digital advertising. Their contextual buying strategy on TV, however, simply was not reaching enough of the right customers.

The Simulmedia Solution

  • Custom Targeting

    Using a custom target comprised of people who track investments or trade online, our advanced TV software created a reach-extending media plan that complemented the client’s contextual buy and reached the target audience across national TV.

  • Prediction

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

The Results

  • 69%

    more audience reached than competitor campaign

  • 42%

    more cost efficient reach than client’s campaign average

  • 37.3M

    total viewers reached during the 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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