A large, regional bank wanted to engage new prospects across a tri-state region by using digital ads as part of an omnichannel marketing strategy to grow their checking accounts.
Vericast shares both real-time interest (within the last seven days) and longer-term trending behavior (over the previous 12 months) to deliver better results. Proprietary predictive data revealed high-potential customers with in-market signals showing the consumer’s intent to
purchase, which were then connected to devices in a known household. Customers engaged with Display Ads, Solo Direct Mail and Direct Mail Inserts by targeted neighborhoods. Channel relevancy was validated and provided the true impact for digital campaign response lift.
Digital ads successfully extended the frequency and reach to consumers and reinforced the direct mail campaign. Vericast was also able to attribute digital delivery to a physical household and identify the “halo effect” regardless of where the account was opened. The campaign yielded 1,742 new checking accounts, but the stand out success was the cost per acquisition — $76 — significantly below industry benchmarks.
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