CLIENT  Financial Technology Company

SERVICES

Direct Response TV, Radio, & Print Advertising

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Media Buying

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Real-time Analytics & Reporting

Improve Performance with a Media Strategy Focused on Targeted Audiences and Rate Efficiency

When a leading fintech company needed to scale its DRTV campaigns, Viden was engaged to grow the media spend while lowering the cost of leads. By expanding network reach, refining audience targeting, and testing new creative, we helped the client achieve record-setting performance.

113%

increase in quarterly media spend with stronger ROI

THE RESULTS?

The campaign gains came from smarter targeting, more creative testing, and disciplined optimization that focused on the metrics that mattered most.

THE CLIENT

This leading fintech (financial technology) company offers solutions to help consumers struggling with mounting credit card and personal debt, having resolved billions in debt for hundreds of thousands of consumers. With a total ad budget nearing nine figures, they had approximately 9% dedicated to DRTV campaigns.  

Limited Network Pool

Unmet Performance Goals

Unsustainable CPC

Unsustainable CPA

Unsustainable CPC and CPA Numbers

Despite having a substantial TV budget, the client’s prior agency—one of the largest in the DRTV industry—was failing to meet their performance expectations. The client wasn’t getting the performance and desired scale for the media investment. The result? A campaign with unsustainable Cost Per Call (CPC) and Cost Per Acquisition (CPA) numbers.   

Increased Brand Visibility

Sustainable CPC

Sustainable CPA

Wide Network Pool

Rein in Costs While Targeting the Right Metrics

Before getting to work, Viden executed a half day campaign kickoff meeting to align on a clear end goal with two main objectives:

1. Decrease the CPC and CPA of the DRTV campaign to more sustainable levels.
2. Efficiently increase DRTV spend to build increased brand visibility and support for other lead generation channels, while still hitting performance metrics, to achieve corporate sales and revenue goals.

Expand the Pool of TV Networks:
the VIDEN NETWORK

The client was previously airing on 15-25 different networks per week, which led to an underspending of their budget and limited testing opportunities. Viden’s planning and media buying team greatly expanded the pool of TV networks to allow for ads to consistently air on 35-50 different networks a week. Mining the marketplace—from large and small cable networks to OTA, diginets,  syndication, and satellite channels—to find, test, and optimize a much wider group of networks, reducing the dependency on just a few core networks, and leading to significant performance improvements.

Target the Right Audience  

Expanding the pool of networks allowed for the efficient scale of the media budget, but quality leads were needed to justify this increased spend. Viden combined complex demographic targeting and performance-based strategies to efficiently place and optimize media and ensure that the right message was getting in front of the right audience at the right time. Media buys were actively managed to optimize CPC and CPA weekly, monthly, and quarterly, all based on performance. Targeting and active monitoring showed real time improvement on the client’s short-term KPIs and long-term campaign goals, all while eliminating waste and improving overall spending efficiency.

Explore New Messaging 

The prior campaign limited the client to a single creative concept. Viden’s creative team aligned on a performance based strategy with the client’s creative department and produced a range of new DRTV spots, leveraging proven, direct response approaches: 

• Ads that built credibility with an on-camera spokesperson 
• Ads that captured attention with hard-hitting facts 
• Ad lengths that expanded beyond 60-second spots by trialing 120-second spots on networks 

This variety of creative concepts and spot lengths allowed Viden to take a more surgical approach to the campaign, optimizing each individual network by using the spot concepts and lengths that performed best.  

Focus on the Most Important Metrics

The most important metrics for the client were attaining healthy CPA and Average Order Value (AOV). Built with those in mind, Viden’s campaign quickly outperformed their prior campaign. Even at the risk of increasing CPM (cost per thousand) and CPC, Viden trimmed back the networks that weren’t generating profitable customer acquisitions and invested heavier into the ones that were—regardless of how it impacted front-end metrics.   

THE RESULTS^*

Viden reduced CPC and CPA by a level the client thought to be unachievable. Quality leads and customers were being delivered in a way that was more cost efficient by every available metric. These CPC and CPA levels were all-time lows for the client both in terms of performance and ROI. The client’s AOV—measured by how much debt they settled compared to their CPA—showed a strong overall increase of 58%. Viden helped the client spend more, more efficiently.

• 113% increase in quarterly media spend: a much better allocation of the client’s media budget
• 139% increase in quarterly impressions: accompanied by an 8% reduction in cost per thousand (CPM)
• 24% reduction in CPC: bringing in more leads that cost less to obtain
• 42% reduction in CPA: the quality of the leads was strong, leading to a lower cost of acquiring customers

*Note: all results directly track with ZERO website attribution