Zions Bank Achieves Incremental Reach Through CTV Retargeting
An awareness campaign for Zions Bank
Goal:
1) Gain incremental reach for their clients’ Home Equity Credit Line offering by retargeting from connected TV (CTV) for the first time.
2) Effectively target homeowners to increase CTR and get more applicants to their HELOC program.
The Challenge
Using CTV, video, and display channels in their prospecting and retargeting efforts to reach relevant audiences
The Plan
Connected TV
Goal: Reach users who consumed news content through over-the-top (OTT) media, build custom deals to access local news stations in Idaho and Utah prior to launching their campaign.
Video
Using 3rd Party audience catalogues, the agency was able to speed up the process by selecting segments that fit the target market, using a combination of behavioral and intent segments targeting users who were homeowners and interested in DIY projects.
Display
Building on the impressions from completed viewing either a CTV or video asset, along with retargeting users who clicked on a display ad.
Using our platforms' cross-device capabilities, a user journey was created to reach their target audience at multiple touchpoints throughout their day. Cross-device retargeting allowed Zions Bank to push consumers down the marketing funnel using the following tactics:
Custom PMP Deals Utilizing Private Marketplace deals for connected TV, enabling them to reach audiences through placements on highly relevant content.
CTV Retargeting: Audiences based on CTV ad viewership were retargeted to follow up with display.
Display Retargeting: Retargeted users who previously engaged with display units were pushed further down the pre-qualifying funnel.
Results
Zions Bank’s HELOC product increased by over 50,000 users through CTV. They sustained awareness through video while maintaining a low CPCV, and drove qualified users into the lower funnel to be retargeted through display ads.
