For financial advertising, campaign goals usually vary between branding and direct response. Whereas branding advertisers care mostly about brand awareness and influencing brand perception, direct response advertisers are mostly focussing on results such as numbers of clients and leads.
Historically, when it comes to online marketing for financial brands, PPC has been the main vehicle for performance advertisers while display marketing on premium financial sites has been utilized for branding purposes. Advertisers have been trying to do performance display marketing, but it has been difficult to do so at scale and at reasonable performance metrics. While PPC advertising is effective at what it does, it mostly touches potential clients in the later stages of the conversion funnel. At the same time, the issue with brand advertising is that it’s often too expensive, and inflexible when it comes optimization.
RTB is able to fill in the gaps. First, it is cheap, scalable and measurable and is thus perfect to make display work for financial direct response advertising. Secondly, it allows for cost effective advertising on premium financial publications and thus also works well for brand advertisers. Lastly, by employing a variety of tactics, RTB advertising allows us to market along the entire conversion funnel from awareness to interest to conversion.
So we believe that while PPC, Display and other types of online advertising are here to stay, there needs to be a place for RTB in your online marketing plan in order to run a well-rounded marketing mix, especially when considering the gap between Performance and Branding campaign goals.