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

“On the heels of their successful Federal PPP loan program, ThomasARTS and Vectra Bank were looking to plan and execute a testimonial campaign to generate brand awareness and new accounts. With StackAdapt’s platform and support, Vectra Bank was able to successfully execute a 6-week campaign to capture the part of the market share needed.”