The Challenge
Performics Romania, the agency managing Banca Comercială Română’s (BCR) personal loan campaign, faced the challenge of effectively promoting a highly competitive loan offer within a limited six-month window. To maximize impact, they needed a sophisticated strategy to reach the right bank clients—those actively considering a personal loan—while optimizing engagement across multiple media channels.
Performics structured the campaign around four key audience layers:
- Anonymous users(first-time campaign interactions)
- Suspects(website visitors showing interest in loans)
- Prospects(users entering the banking app to apply)
- Clients(successful loan applicants)
Reaching the anonymous layer was particularly challenging. Performics needed a data-driven approach that could extend beyond limited first-party data and effectively capture in-market loan seekers.
The Solution
Performics leveraged its deep expertise in audience segmentation and data-driven advertising to design a dual-strategy approach, testing two key targeting methods:
- Digiseg audience segments: Anonymous bank clients categorized by relevant interests (banking-loans, auto, education, tech).
- Contextual targeting: Bank clients reached through contextual signals.
Recognizing the need for precise and scalable targeting, Performics identified Digiseg as the ideal tool for reaching bank clients most likely to be in-market for a personal loan. Digiseg’s real-world household demographics and probabilistic targeting enabled Performics to enhance campaign reach beyond BCR’s primary first-party audience pools.
The campaign was structured into two separate line items:
- Digiseg + DMP audiences(bank clients with loan-relevant interests)
- Contextual + DMP audiences(bank clients based on content relevance)
This segmentation allowed Performics to track, measure, and compare performance across different targeting strategies, ensuring the most effective approach.
Results
Performics’ strategic approach, powered by Digiseg’s audience insights, significantly outperformed contextual targeting across key engagement metrics:
- Engagement Rate: Digiseg audiences achieved anengagement rate of 136.71%, meaning each engaging impression generated an average of 63 unique engagement events. Contextual segments engagement rate was significantly lower at 51.01%.
- Video Completion Rate: Digiseg delivered a04% completion rate, outperforming Contextual segments, that only achieved 51.13%.
By identifying and integrating Digiseg’s data into their campaign strategy, Performics demonstrated their expertise in audience-first media planning. Their ability to select the right targeting tools and optimize performance helped BCR Romania successfully engage bank clients in the market for personal loans—delivering superior results compared to traditional contextual targeting methods.