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Illustrative example

Growing deposits by reaching fewer, better-matched households

A worked example, not a client. A community bank wants more deposits in a market where every bank advertises. This is how we would plan it, and what the monthly report would count.

For
A community bank (an example, not a client)
Ran for
A six-month plan
What ran
Audience targeting, display and a rebuilt website
Counted in
Funded accounts
Illustrative image — a banker leaning across a desk to listen to a young couple with a toddler in a sunlit small-town bank lobbyIllustrative image

Illustrative figures

New account signupsExample
+27%
Cost per leadExample
-22%
Site conversion rateExample
2.4×

These are example figures for a worked example, not results from a client. Your results will depend on your market, your budget and your offer.

01

The situation

A community bank wants to grow deposits in a market where every bank advertises. Broad media reaches plenty of people who will never switch, and plenty who already bank there.

02

What we would run

Reach fewer, better-matched households with the product they are likely to open, keep existing customers out of the acquisition budget, and send people to a website built to convert.

  • Target by financial behavior and life stage, not by broad age and income brackets.
  • Exclude existing customers from acquisition media, so the budget stops paying to reach people who already bank there.
  • Match the creative to the product being opened, instead of running one general brand message.
  • Report on funded accounts, not applications. It is the only number a bank’s board treats as real.
03

Why it would work, and what we would count

Deposit growth is not an awareness problem in a market where every bank advertises. It is a relevance problem. Reaching fewer, better-qualified households with the right product beats reaching everyone with a general one.

  • Funded accounts, not applications
  • Cost per funded account
  • Deposit balance per new account
  • Spend kept away from existing customers
The same brief, now

Where Connected TV fits

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  1. A community bank’s customers live close to its branches. Connected TV can be drawn that tightly: Minneapolis-St. Paul, Rochester or Duluth, or down to a zip code or radius.
  2. It is the same argument as for any local business. National platforms are built for national budgets. A local business does not need 80 million households. It needs the right ones in its trade area, on the big screen, often enough to stick.
  3. A single-market test usually runs $2,500 to $5,000 a month in media, read in order over about ninety days.

Want this for your business?

Tell us your market and your budget. You get a plan and the numbers behind it before you spend anything.

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