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major credit card issuerreaches current customerswith addressable tvadvertising

customer

Major credit card issuer

campaign

The company utilizes Acxioms Addressa

Advertising to power an addressable

TV advertising campaign. The solution

provides household-level, data-driven

market segmentation to execute highly

targeted, interactive TV advertising base

demographic and behavioral characteris

results

Responderswerefourtimesmorelike

to be cardholders than non-cardholde

31percentofallresponderswerecurrcardholders

4.4percentofhouseholdsinthecurr

cardholder target group responded to

theoffer

acXiom client

The major, global credit card issuer is a leader in investment

banking,nancialservicesforconsumers,smallbusinessand

commercial banking, fnancial transaction processing, asset

management and private equity.

cHallenge

The companys premier credit card gives consumers immediate cash

backforpurchases,withcash-backamountsvaryingdependingon

thetypeofpurchase.Inpromotingthecard,thecompanyneeded

more targeted advertising than traditional television enables. As

media have splintered, TV advertising results have eroded.

acXiom solution

ThecardissuertappedthepowerofaddressableTVadvertising

with Acxioms Addressable Advertising. The solution enables the

company to market the credit card with highly targeted, interactive

TV advertising based on demographic and behavioral characteristics

onahouseholdlevel.Ineffect,thecardissuercreatesoffers

specifc to each target group within a market as defned through

household-level data analysis and segmentation.

acXiom approacH

Foracardacquisitioncampaign,Acxiomprovidedthesafe-harbor

dataintegrationbetweenthedigitalsubscribersfromcable

operators in two markets in the western U.S., the markets identifedforthetrials,andthecompanyscustomerandprospectdatabases

forthesemarkets.

4.4percentofcustomergrouprespondstotargetedads

financial services

case study addressable advertising

7/31/2019 CASE Creditcard Addressable TV NEW[1]

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Acxiomperformeddatahygieneandrecognition

servicesonthesedatasetsbeforeenhancingthem

withAcxiomInfoBase data elements. Acxioms

analytics team then worked with the client to defne the

most appropriate segmentation groups. The companys

credit card market was segmented into fve target

groups digital cable subscribers and current card

holders,andfourtargetgroupsofprospectscreated

using Acxioms Personicx cluster codes.

ThecampaignranforonemonthduringtheFebruary-Marchback-to-schooltimeframe.

Thecompanyextendedthreedifferentoffers:$100cashbackafteryourrstpurchase,

$50cashback,andfast,easybalancetransfers.Interestedviewersusedtheir

remotestoclickrightonthescreentogotoamicrositetorespondtotheofferfora

truly interactive experience. Customers digital set-top boxes enabled this two-way

informationtransfer.

results

Using Acxiom Addressable Advertising, the card issuer brought direct marketing

practices and techniques to television advertising and saw impressive results. Current

cardholderswerefourtimesmorelikelytorespondthannon-cardholders,with31

percentofallrespondersbeingcurrentcustomers.Infact4.4percentofhouseholdsin

thecurrentcardholdergrouprespondedtotheoffer.

Such granular segmentation benefts not only the company but also gives video service

providersamorecompellingadvertisingoffer.Not only do you have the insight to do targeted

marketing as driven by the clients existing database marketing infrastructure, but TV is well known for

driving interactions of other media channels,saidCurtisBarone,productmanager,AdvancedAdvertisingApplicationsforTelevisionatAcxiom.The technology allows advertisers to have a

higher degree of engagement with their consumers.

WANT TO KNOW MORE?

To find ouT how Acxiom cAn help your

business, visiTAcxiOM.cOM or cAll us AT

888.3AcxiOM

addressable advertising

financial services

case study

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