BPER Bank
How we integrated DOOH, audio, and display to reach nearly 18 million unique users, improving brand consideration and optimizing the budget.
- Banking
Objectives
BPER Banca, one of the leading Italian banking groups, needed to promote its Cashback offer and free fee dedicated to opening new online accounts.
The campaign's objective was twofold: to increase the promotion's awareness by reaching a wide and qualified audience and to strengthen the brand's presence in specific geographical areas.
The challenge was to effectively manage several digital touchpoints, reaching the target at different moments of everyday life without generating advertising overexposure, while maximizing both average efficiency and communication effectiveness.
Approach
The Webranking team launched a omnichannel campaign on The Trade Desk, through an integrated mix of DOOH, audio, and display advertising. The strategy was designed to reach the target at various moments of the customer journey, following users through complementary digital touchpoints.
A key element of the media strategy was frequency control, enabled by Identity Alliance, which allowed optimizing a significant part of the budget. The holistic frequency capping across channels and devices prevented audience overexposure and maximized campaign efficiency. The resources saved were reinvested to generate incremental reach and improve the overall effectiveness of the activation. The campaign reached nearly 18 million unique users, with a cost per unique user of €0.03.journey.
The analysis of individual channels highlighted the specific contribution of each touchpoint within the strategy. DOOH combined standard screens in major Italian cities with large billboards in Milan, reaching over 6 million unique users through optimized delivery and contributing to increased customer awareness.
Audio amplified the brand impact, generating a 13% increase in consideration and reinforcing the communication message.
Display allowed re-engaging users already exposed to DOOH and audio, guiding them along the funnel and ensuring continuity during the customer
Results
The brand lift analysis confirmed the effectiveness of the omnichannel strategy developed by Webranking, highlighting:
-
a 4% increase in brand consideration;
-
an 8% uplift in brand image;
-
a 13% reduction in overall budget thanks to frequency optimization and higher average efficiency.
