Reach More Financial Services Consumers Online

Reach More Financial Services Consumers Online

Expand Their Reach to Over 249 Million Consumers and 126 Million Households

Take a look at your own banking and spending habits. No one spends time running from store to store or bank to bank any more. We do our research, make purchases and pay our bills online. It is more convenient and cost-effective for both the vendors and for us. With 85 percent of households now comfortable making transactions online, financial services institutions are continuing to rethink their marketing mix. More and more of the marketing spend that used to go to television and direct mail now goes to online advertising. Although it's a logical progression for marketers, this shift can be difficult to implement since online targeting options often use decade-old cookie-based ad delivery systems which can identify only one out of every three unique consumers.

Use Case:

When a national financial services institution needed to promote their home mortgages and line of credit products, they focused on reaching qualified audiences within five to ten miles of the trade areas of their bank branches. The target audience: 30 to 50 year-old home owners who have been in their house for more than two years and who have a household income above $120 thousand. The objective: reach qualified consumers with unique messaging.

Using traditional cookies, they would be able to reach only the 30 percent of qualified consumers that had an active cookie at the time, leaving 70 percent of consumers untouched. This gap is largely attributed to the fact that 50 percent of consumers block cookies, and very few mobile devices accept cookies.

With Semcasting’s Smart Zones, financial services institutions now have the capability to reach 100 percent of consumers, meaning that for this financial services firm, they could nearly triple their unique user reach. Here’s how Smart Zones makes this possible:

• Increased Reach: Smart Zones provides 100 percent reach to 249 million people, 18 million businesses and over 75 million home owners with home values and discretionary income
• Enhanced Privacy: No use of cookies and 100 percent privacy-friendly
• Data Integrity: 30 million Smart Zones segments with over 750 data variables for affluence, home ownership, family demographics, social reach and ethnic origin

To learn more about how to target financial services consumers online, visit our Financial Services page and download our overview.