DOOH Marketing
Banking — Betterment
+130% Consideration Lift
Campaign Objective
Betterment, historically reliant on lower-funnel digital marketing, shifted focus in 2022 toward reaching prospects earlier in their consumer journey. The strategy centered on their main taxable investing products and Socially Responsible Investing portfolio options. Betterment used programmatic out-of-home to boost awareness, consideration, and the propensity to open an account.
Venue Types Used
Audience Targeting Approach
Betterment activated data-driven audience targeting across a range of digital out-of-home venues, including billboards, urban panels, office buildings, sports entertainment, gas stations, and convenience stores.
Results
+65%
Awareness Lift
+130%
Consideration Lift
+117%
Account-Open Intent Lift
How this was measured: Result as reported by the campaign's measurement partner; method not independently verified by Goldfish. Source: OAAA. This result sits above our 3–15% benchmark range for visit lift; see how to read lift figures.
Insight
Betterment's campaign showed that programmatic DOOH can be a powerful upper-funnel tool for financial services brands transitioning from performance-only marketing. The 130% consideration lift and 117% account-open intent lift demonstrate massive brand impact. Consumers exposed to the campaign were 56% more likely to visit the Betterment website. Source: OAAA.
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