Introduction
Since it was established in 2001, online bank ING Direct Italy has used digital advertising campaigns. But in 2006, a new, more flexible approach to digital advertising - the Microsoft Direct Response programme - enhanced its online strategy. Working with Microsoft Digital Advertising Solutions, ING Direct Italy now uses the reach of the Microsoft online network to attract 180,000 visitors a month.
Campaign Objectives
- Attract more customers to sign up for savings accounts
- Check data regularly to determine the effectiveness of the ad strategy
- Implement an effective direct response approach
Creative Execution
In 2006, ING Direct Italy began a new phase of its advertising campaign with Microsoft Advertising, taking advantage of Microsoft Direct Response. Simple display banners showing interest rate offerings for bank accounts and mortgages have appeared on numerous pages of the MSN portal, such as the home page, the Money channel, and across Windows Live, including Windows Live Hotmail.
A sophisticated technology called Atlas Publisher Services which underpins the Microsoft Direct Response programme maximises the chances of attracting a target audience through flexible ad space placements, allocated according to effectiveness. Ads with the highest conversion rates are awarded more space on Microsoft’s network to generate a higher number of impressions. ING Direct Italy uses the detailed effectiveness results, provided by the solution, to modify the campaign and flexibly manages the budget allocation to control campaign effectiveness. Each “bid” on the campaign influences exposure or number of impressions and, as a result, it affects return in terms of conversion/clicks.
Results
The ING Direct Italy campaign generates up to 180,000 visitors a month. The bank can see the complete details behind these statistics, such as how many new clients have signed up and overall visitor volumes. ING Direct Italy continues to meet its return on investment targets with ease.
Thanks to the Microsoft Direct Response programme, ING Direct Italy has become more familiar with the patterns of success that ads achieve throughout the year on the Microsoft Advertising network. Certain formats are more effective at particular times of year, and some periods are much more challenging than others depending on promotions and media mix. The bank has total control of its campaign.
Learn more about Microsoft Direct Response
