Amazon | Bank B2B Advertising Campaign

Challenge: 

A bank wanted to drive new business account numbers

Solution:

Focus a full year campaign on B2B audience segments to encourage business owners and decision makers to consider switching financial institutions or opener new business accounts. Additionally, a lookalike audience was created using an encrypted first-party dataset of the bank's existing customers.

A retargeting strategy (6% of total budget) was used to increase ad frequency to individuals exposed to the STV campaign through the creation of custom AMC audience as well as individuals visiting the banks website with the Amazon ad tag.

Results:

Over the year, optimal ad exposure for conversion was discovered to be between 37-40, with cross channel exposure lifting conversion 1.97x when exposed to 2 ad channels and 2.9x when exposed to 3 or more.

When analyzing all new bank customers for the year, 37.7% were discovered to have been exposed to the Amazon campaign. The overall CPD was $77.79.

Nexstar Advertising’s campaign yielded