DOOH Banking Case Study
DOOH Campaign Objective:
Historically, Betterment has leaned heavily on lower-funnel digital marketing strategies. However, as they moved into 2022, their focus shifted towards reaching prospects earlier in their consumer journey. The new strategy was centered on their main taxable investing products and Socially Responsible Investing portfolio options. To accomplish this objective, Betterment leveraged programmatic out-of-home (OOH). The mission was to boost awareness, consideration, and the propensity to open an account for their financial services.
DOOH Campaign Approach:
Betterment activated data-driven audience targeting across a range of digital out-of-home (DOOH) venues, including billboards, urban panels, office buildings, sports entertainment, gas stations and convenience stores
Key Insight:
65% Lift in Awareness
130% Lift in consideration
117 % Lift in Account-Open Intent
In general, consumers exposed to the campaign were 56% more likely to visit the Betterment website.