Smart targeting meets broad reach in a winning acquisition campaign.
The Challenge
As one of the largest banks in the Czech Republic, CSOB continuously runs acquisition campaigns to attract new clients. To drive maximum impact, CSOB partnered with Publicis Groupe, leveraging the agency’s deep expertise in media planning and execution. The challenge was to maximize reach while maintaining high engagement – ensuring exposure to a large pool of potential banking customers while keeping key performance indicators (KPIs) strong.
For these selected acquisition campaigns, Publicis Groupe needed to:
- Identify the largest possible audience that aligns with potential bank clients.
- Optimize for performance metrics, particularly CTR, while ensuring broad reach and efficient frequency management.
However, achieving both scale and efficiency posed a challenge. Many traditional data providers lacked the reach necessary for broad optimization, while hyper-targeted approaches limited exposure. Publicis needed a solution that provided expansive, high-quality audience data to fuel large-scale RTB campaigns.
The Solution
With extensive experience in managing data-driven campaigns, Publicis identified Digiseg as a key tool to help CSOB achieve its objectives. Digiseg’s real-world demographic data allowed Publicis to reach highly relevant audiences at scale. Publicis selected Digiseg segments based on their correlation with banking intent, including:
- Mobile Banking Users
- Personal Finance Consumers
- Quick Loan Seekers
Unlike traditional cookie-based targeting, Digiseg’s household-based approach allowed Publicis to deliver broader reach while ensuring relevance. By integrating Digiseg into the media strategy, Publicis ensured a balance between scale, efficiency, and performance. The campaigns used a mix of Digiseg data and other third-party audience providers, allowing Publicis to evaluate and optimize based on performance insights.
Results
Publicis Groupe’s strategic approach, leveraging Digiseg as a key data partner, delivered outstanding improvements in reach and engagement for CSOB:
- • 93% more impressions compared to third-party finance audience providers.
- • 11% higher CTR, outperforming third-party audiences and driving stronger engagement.
- • Viewability rates up to 46%, ensuring high ad visibility.
- • Viewable impressions 14.7x higher than the third-party average, reflecting superior ad delivery.
Despite similar frequency (FQ) across audience segments, Publicis’ expertise in audience selection and campaign execution enabled optimal performance. By choosing Digiseg, Publicis ensured that CSOB’s campaigns reached the right audience at scale while driving better engagement and efficiency.
By combining strategic media planning with high-quality data, Publicis delivered exceptional results for CSOB. The agency’s decision to integrate Digiseg into its data mix demonstrates the power of expert execution in maximizing campaign success.