SUCCESS STORY
Major US Bank Targets Small Business Owners, Wins 72% Lift in Brand Favorability
A major US Bank Brand partnered with Bidtellect to promote custom content for their new credit card geared towards small business owners and achieved .29% CTR and 72% lift in brand favorability.
OBJECTIVES
The brand’s objective was simple: reach small business owners, drive content engagement, and measure branding and awareness metrics (using Kantar Millward Brown) to determine success.
SOLUTIONS & TACTICS
Bidtellect leveraged Native creative formats to distribute custom small business content. The team used the platform to target small business audiences using first-party, third-party, and contextual data. Using Bidtellect’s proprietary engagement score technology*, we optimized digital media investment towards content engagement, time on site, number of pages viewed per visit, bounce rate, and CTR – offering a more well-rounded and accurate measurement of engagement.
- Creatives: In-Feed Native Display Units Across all Digital Devices
- Contextual Targeting: Small Business Content
- 1P & 3P Data: Small Business Audiences
RESULTS
Bidtellect successfully surpassed engagement and cost goals and saw a considerable lift in positive brand perceptions according to Kantar Millward Brown metrics.
Total Impressions Served
%
Overall CTR
Average Time on Site (Seconds)
Cost Per Qualified Engagement (Surpassing $4 Goal)
Total Spend (Q3 2019)
Kantar Millward Brown Metrics:
- Brand Favorability: 72% Lift
- Consideration & Intent for the Bank: 156% Lift
- Consideration & Intent for the Bank’s card: 73% Lift
