DDM - Financial Services

Reaching the Right Audience Online with Wealth-Based Targeting

Segment your customers and prospects to optimize your marketing campaigns

Issue link: https://resources.datadrivenmarketing.equifax.com/i/920216

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case study Reaching the Right Audience Online with Wealth-Based Targeting Firm Reallocates 78% of Impressions Challenge: Identify Qualified Online Consumers for Online Advertising Campaigns Advertisers and media planners are presented with an abundance of data to use in their online campaigns, whether via online ads, landing pages, or partners. While choice of channel, frequency, offer, and creative are all important, targeting the right audience is a key element to online success. Most targeting efforts for online ads rely on panel-based demographics or online behaviors, yet the targeting criteria offered by these options are often insufficient to identify qualified consumers. With display ads eating up a significant percentage of the total budget for online efforts, advertisers need to ensure that their valuable marketing dollars are directed at the right audience. This is especially true for advertisers, such as financial services firms, that are seeking wealthy consumers. Many financial services firms looking for prospects with high investable assets target their online ads based on income as well as on geography and online behaviors. However, income is not necessarily a reliable indicator of available assets to invest. In addition, ZIP code level income data can be geographically unreliable and does not provide significant differentiation in terms of assets, thus causing many ads to be served to unqualified online visitors. Solution: Pinpoint and Target High Asset Visitors by Wealth Measures A leading financial services firm was planning an online acquisition campaign to attract consumers to open new accounts with the firm and to increase brand recognition among affluent customers. Based on previous research, the firm identified its target audience as those with over $100,000 in invested assets. Financial Services Online Marketer CHALLENGE Financial services firms and their agencies have a wide variety of options when it comes to targeting online consumers. Yet reaching qualified consumers in the digital world is challenging given the lack of information on most consumers' online histories and the privacy concerns associated with behavioral targeting. SOLUTION A leading financial services firm leveraged our wealth-based Digital Targeting Segments to improve its online targeting by serving ads to consumers that were likely to have the desired financial characteristic for its products and services, while maintaining consumer privacy. RESULTS By using our audience targeting solution for its online acquisition campaign, a financial services firm was able to: ■ Reallocate 78% of its campaign impressions to visitors likely to have at least $100,000 in assets ■ Create an expected 88% increase in the average opening balance for new accounts

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