Multi-Channel Retargeting Strategy Reaches Small Business Owners
Running an Effective Financial Awareness Campaign
ThomasARTS was looking to run a 6-week campaign for their client, Vectra Bank, that would reach small business owners to help promote their Paycheck Protection Program (PPP) offering. Their goal was to generate brand awareness, and drive new account creation. Leveraging connected TV (CTV) in their strategy, they were able to generate 2.5 million impressions throughout the campaign.
Solutions Used
Using CTV, Video, and Display to Reach Target Audiences
ThomasARTS worked with StackAdapt to come up with a multi-channel strategy to maximize the reach of their target audience of small businesses. They focused on three channels:
Connected TV
Retargeted small business professionals that saw a display ad earlier that day in order to sustain awareness.
Video
Leveraged cross-channel retargeting and retargeted users who were exposed to a display ad earlier in the day.
Display
Tracked users who saw a display ad and later retargeted them on other channels.
Awareness Campaign Sees Over 2.5M Impressions
ThomasARTS was able to increase and sustain brand awareness through CTV, achieving a 98% video completion rate (VCR). Video achieved 72% VCR, with a low cost per completed view (CPCV) of $0.03 between both channels. The impression retargeting tactic was most effective, driving 1.5x more clicks and the lowest cost per click (CPC).
Clicks
24,200
CTR
0.16%
Unique Impressions
2.5M
Viewability
88%
Jennie Anderson
Media Director
ThomasARTS
