ABSA business banking

ELEVATOR PITCH:

Challenge: Absa faced the challenge of reaching the affluent market (R 20k- R59k monthly income, age 25+, SEM 8-10) to build brand awareness and reach for their ABSA Business Banking product in the affluent market.

Idea: The idea was to run a brand campaign reaching this target audience where they are most active – digitally.

Solution: The solution was to trial Mediamark’s Digital Audio offering. This is a digital solution with serves adverts to live, on-demand and podcast content. These ads are non -skippable, brand safe, measurable and targeted. These ads can be served up to various platforms, from desktops, mobile devices and tablets making these ads accessible everywhere.

CREATIVE ELEMENTS:

Absa partnered with East Coast Radio, East Coast Gold and Jacaranda FM to serve up their Absa Business Banking digital audio and companion ads.

IMPACT ON BRAND AND RESULTS

ABSA tasked Mediamark to deliver the following results:

• Reach 70,000 unique users
• Unique users: +185% of target
• Companion ad clicks 0.3%
• Companion ads: +0.14 on target
• Listen through rate 80%
• Listen through rate: 18% up on target

CLIENT QUOTE:

“The results were impressive. We will be sure to include your digital audio assets going forward.” Siobhan Zurnamer – ABSA Digital Client Lead