Finance

The Challenge

Drive acquisitions for a FX trading company in the increasingly competitive marketplace of consumer finance products.

Our Solution

Having run campaigns previously in this sector we were already aware of the target market here: male, 18-35, interested in sports and gambling, of demographic class ABC1. Prior experience in this sector also told us that the best way to target this segment was through a selection of contextual, demographic and behavioural targeting.

The contextual targeting utilised here was to run the campaign in environments specific to the target segment; sports sites and channels, gambling and poker forums, as well as technology news sites such as digitalspy.co.uk. GDM Digital also targets users by age and sex, as well as income category, by using demographic targeting. For every impression that comes up for auction on the exchanges our technology compares its characteristics with those of seed data, and if they meet certain criteria, buys the impression. We also employed behavioural targeting to ensure we displayed ads to the target group, independent of which sites they were browsing. Using our proprietary data for gambling and poker, as well as 3rd party data for consumer finance products and specific sports such as football, we were able to efficiently target these users throughout their journey on the web.

Since GDM Digital buys media through centralised systems, we are able to frequency cap our advertising across all of the above strategies, ensuring no wasted media spend.

The Results

Out of all the suppliers of media which the client tested GDM Digital was found to be the best – driving customer acquisition at the lowest CPA level.

Key performance indicators - is a statistical measure of performance

Stock keeping unit – a product or item which is identified by its unique ID code.

Cost per click - the cost that the advertisers pay for every click.

Search engine optimization – process of optimising your website in order to enhance visibility on search engines such as Google.

Dynamic creative retargeting – based on information gained from a users visit to a site an ad is dynamically created to retarget the user with the item or similar items they viewed previously

Cost per acquisition/action (NB acquisition is the same as a conversion)

Dynamic creative optimisation -  a creative is dynamically generated in real time based on various factors to make the optimum creative message for a user

Internet Protocol - a unique number/ID that is assigned to every device that connects to the internet

Click through rate - the ratio of how many people have clicked over the total impressions shown

Cost per thousand, the standard pricing model for media in which advertisers pay per 1000 impressions.

RTB stands for Real Time Buying. When users visit a website, the ad exchange conducts auctions between multiple advertisers for impressions on that site.