Mortgage Advice Bureau (MAB) is a nationwide chain of mortgage advisors who through the quality of their work, have won over 70 awards in the last five years. They have over 1,000 advisors with access to over 12,000 mortgages,
helping their clients find the right mortgage for their needs.
Working closely with Digital Marketing Agency RocketMill, they were keen to explore TV related activity, because digital channels (e.g. PPC) were becoming increasingly competitive and expensive.
They identified AdSmart as the ideal channel to help build brand awareness in a targeted way.
Increase brand awareness
Increase visitors to their website
Target the most relevant audience
Target specific geographic regions
RocketMill worked with AdSmart to identify targeting options for the chosen locations. They also established which Mosaic profiles related to the most valuable audiences for MAB.
They also added a layer of age group data, giving a highly targeted and relevant audience that would see the ad.
With the main purpose being to increase brand awareness, RocketMill analysed MAB’s existing Google traffic data to establish their baseline website traffic and search volume for brand terms.
They were able to analyse uplift in brand awareness, brand traffic and the impact on the CTR of searches for the brand. They could also review the halo effect of the ad,
so the impact the TV activity had on brand searches and clicks once the activity had stopped.
The campaign proved a success, with an uplift across impressions, searches and CTR when activity was live:
Brand searches were up 6% against the expected baseline
Clicks to the website from brand searches were 109% above the baseline estimate
Evidently, advertising on Sky was successful at generating additional brand searches through Google, therefore increasing brand awareness.
There was a clear ‘halo effect’, with brand impressions and clicks remaining above the expected baseline for as long as four weeks after the activity ended.
The increase in both brand searches and brand clicks is a high indicator that the programmatic approach to TV was successful.
“We are really pleased with the results from the AdSmart activity. The audience and geographic targeting of AdSmart meant we ran our TV campaign to only the most relevant viewers.
Using RocketMill to plan and manage this meant we knew we’d selected the best audience demographics and could track the impact. We were able to firmly see the increase in brand searches as a result of the TV campaign.
We will consider TV in our future marketing plans.”
Gemma Bacon, Brand & Marketing Director
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