Background and challenge
O-Bank is Taiwan’s first native digital bank, offering convenient, secure and considerate digital financial services. As a digital pioneer, it serves customers mainly online and leads the industry with 24-hour video customer service, bridging online and offline. In the digital age, customers take in financial information from many sources every day. To stand out, O-Bank pursues differentiation through content and customer experience, and uses digital advertising to bring in new traffic and find potential customers. But financial products have smaller audience pools than everyday goods, so ad costs are generally higher. Finding the key audience was the challenge.
Third-party data for a new performance peak
Many advertisers rely only on the audiences built into ad systems. As privacy policies tighten, follows and interactions on social networks are no longer fully recorded by ad tags, blurring customer identification. To lift performance, audiences need several layers. CloudAD recommended starting from consumer behaviour and purchasing third-party audience data to recalibrate ad investment.
Drawing on past campaigns, CloudAD also excluded people who had recently bought financial products to reduce audience overlap, and recommended lookalike audiences to extend the reach of the third-party data, bringing in more potential new customers. Cost per conversion fell by 59%.
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