case study

addressable advertising
financial services

major credit card issuer reaches current customers with addressable tv advertising
4.4 percent of customer group responds to targeted ads
acXiom client The major, global credit card issuer is a leader in investment banking, financial services for consumers, small business and commercial banking, financial transaction processing, asset management and private equity. cHallenge The companys premier credit card gives consumers immediate cash back for purchases, with cash-back amounts varying depending on the type of purchase. In promoting the card, the company needed more targeted advertising than traditional television enables. As media have splintered, TV advertising results have eroded. acXiom solution The card issuer tapped the power of addressable TV advertising 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 on a household level. In effect, the card issuer creates offers specific to each target group within a market as defined through household-level data analysis and segmentation. acXiom approacH For a card acquisition campaign, Acxiom provided the safe-harbor data integration between the digital subscribers from cable operators in two markets in the western U.S., the markets identified for the trials, and the companys customer and prospect databases for these markets. customer
Major credit card issuer

campaign
The company utilizes Acxioms Addressable Advertising to power an addressable TV advertising campaign. The solution provides household-level, data-driven market segmentation to execute highly targeted, interactive TV advertising based on demographic and behavioral characteristics.

results
Responders were four times more likely to be cardholders than non-cardholders 31 percent of all responders were current cardholders 4.4 percent of households in the current cardholder target group responded to the offer

case study

addressable advertising
financial services

visit creditcardco.com

Acxiom performed data hygiene and recognition services on these data sets before enhancing them with Acxiom InfoBase data elements. Acxioms analytics team then worked with the client to define the most appropriate segmentation groups. The companys credit card market was segmented into five target groups digital cable subscribers and current card holders, and four target groups of prospects created using Acxioms Personicx cluster codes.

The campaign ran for one month during the February-March back-to-school timeframe. The company extended three different offers: $100 cash back after your first purchase, $50 cash back, and fast, easy balance transfers. Interested viewers used their remotes to click right on the screen to go to a microsite to respond to the offer for a truly interactive experience. Customers digital set-top boxes enabled this two-way information transfer. results Using Acxiom Addressable Advertising, the card issuer brought direct marketing practices and techniques to television advertising and saw impressive results. Current cardholders were four times more likely to respond than non-cardholders, with 31 percent of all responders being current customers. In fact 4.4 percent of households in the current cardholder group responded to the offer. Such granular segmentation benefits not only the company but also gives video service providers a more compelling advertising offer. 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, said Curtis Barone, product manager, Advanced Advertising Applications for Television at Acxiom. The technology allows advertisers to have a higher degree of engagement with their consumers.

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