The Challenge

Increase brand recall and credit card adoption among SMBs and self-employed users around the provinces of Almeria, Murcia and Comunidad Valenciana.

Our Solution

A geo-fence around the specific provinces was used on top of contextually targeting SMB-focussed sites and apps. To increase reach the Financial Customer Group Audience segment was included in the media mix with a frequency cap.

To maximize brand recall and brand impact an interstitial ad was developed with a single TAP2Web call to action button bringing the user to the advertiser’s website where a UEFA Champions League ticket promotion explained.

Results

Over half a million ads were served in such local and segmented audience segments and overtime the campaign was weighted towards the region of Valencia and Almeria increasing overall engagement levels by 200% over similar category campaigns. Daily campaign optimization increased engagement metrics by a factor of 2.8 in the 4 week campaign period. Also, during this period Windows Phone users were three times as likely to interact with the campaign although they represented about 3% of the total.

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