Banco Sabadell / Jellyfish
Jellyfish Increases Conversions for Banco Sabadell Mortgage Campaign by 17% with Taboola in Just Two Months
Jellyfish Increases Conversions for Banco Sabadell Mortgage Campaign by 17% with Taboola in Just Two Months
- 30% Higher CTR
- 17% Increase in Conversions
- 126% Higher CTR than other PMPs with Display Standard Formats
- 38% Of PMP Prospecting Leads Came From Taboola
Company
Banco Sabadell is one of Spain’s largest banking groups, present in more than 20 countries around the world and with commercial banks in Spain, the United Kingdom and Mexico.
Challenge
Jellyfish is a global digital partner that offers clients a unique blend of agency services, technology, consultancy, and training to support their digital journeys and transformation.
Solution
Banco Sabadell wanted to find more consumers who were the right fit for their mortgage product, direct qualified traffic to their website, and convert this traffic to leads.
Results
Banco Sabadell saw a 30% higher click-through rate (CTR) and 17% increase in conversions, according to a first-click attribution model.
Introduction
Founded in 1881, Banco Sabadell is one of Spain’s main banking groups. From the outset, Banco Sabadell’s aim has been to help people and companies to make their projects a reality, anticipating and ensuring that they make the best economic decisions. This is done through responsible management and commitment to the environment and society.
When Banco Sabadell set out to find more consumers who were the right fit for their mortgage product, and direct more traffic to their website that was likely to convert, Taboola was the perfect solution.
Jellyfish is a digital partner who works with clients all over the world, with the goal of creating perfect digital journeys. Through their close partnerships with platforms like Taboola and Google, they successfully help brands scale.
Jellyfish Incorporates Native Advertising into Campaign Media Mix to Find New Customers for Banco Sabadell Mortgage Product
Jellyfish was looking to increase the volume of high-quality traffic to Banco Sabadell landing pages to increase the number of leads generated. The campaign as a whole included a robust media mix, which meant the different tactics, channels, inventory and ad formats all needed to be properly attributed in the buyer journey.
Incorporating native advertising with Taboola allowed Jellyfish to serve landing pages in an environment like news, entertainment, weather and niche sites where people expected to discover new content, and placements were guaranteed viewable with Taboola vCPM programmatic buying.
Jellyfish Works with Taboola Through DV360
Programmatic buyers can bid on Taboola’s native in-feed publisher placements in real-time through our direct connection with DV360. Jellyfish used Google’s DSP (DV360) in order to consolidate all media purchases. They use Campaign Manager as an adserver and a key tool to analyze attribution between the different players and channels, as well as the phases of the display funnel and a cookie overlap control between the different prospecting players.
To ensure they were attracting new audiences, Jellyfish implemented audience exclusion from Banco Sabadell to maximise the search for new customers and prospects for the bank.
Jellyfish saw a 30% higher click-through-rate (CTR) with Taboola than other campaign channels and 126% higher than other PMPs with display standard formats.
In fact, Taboola brought 38% of the PMPs prospecting leads (programmatic direct) for the entire campaigns.
Jellyfish Concludes that Taboola was the Campaign’s Most Valuable Channel
Amongst the PMPs that Jellyfish used, Taboola was the best to drive leads when analyzing with a first-touch attribution model.
Taboola is in the campaign’s top 10 paths to conversion, and drove 17% more conversions using a first-click attribution model as opposed to a last-click attribution model.
Additionally, Taboola brought the most value to the campaign when analyzing performance using the homepage visit conversion pixel. It brought the most qualified traffic to Banco Sabadell’s homepage.
When diving into native advertising for prospecting, Jellyfish used one creative version adapted to the product and audience, taking into account that the format would be visible in an environment integrated into the content. They wanted a channel that would guarantee a visible CPM with quality inventory that would allow them to reach that qualified traffic.
To guarantee that prospecting, Jellyfish excluded those customer audiences from their DMP to maximize the search for new and prospective users for the bank.
“Thanks to Jellyfish’s expertise in programmatic advertising, we activated native ad campaigns with Taboola to increase the digital reach of our Mortgage product. We have achieved great results, both in terms of the quality of the traffic and when it comes to conversion rate”.
- Oriol Ramon, Digital Marketing Director at Sabadell Bank