1 minute read
Social Media
82 percent of 18 to 29-year-olds, and 79 percent of 30 to 49-year-olds are on Facebook,making the majority of our target audience active in the space 1 . We will run two flights of ads on the platform as part of a general brand lift campaign. The first flight will focus on how users can take control of their payments with tap-topay technology. Creative materials will be segmented by age group, showing each target audience imagery of people their own age in the same stage of life. We will run dynamic carousel ads that show short gifs of the tap-to-pay technology at work, reinforcing the payment method to the user and standing out amongst standard display ads. The second flight, which occurs a few months later, will be similar but will focus on messaging that encourages online payments. Ad targeting will take into account the individual’s income, age, interest in technology, and online purchase behavior.
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The majority the millennial audience live on Instagram and are actively scrolling on the site for about 55 minutes per day. 2 Our Instagram components will focus on reaching our two younger audience segments, utilizing Stories and short, snackable video ads. Like Facebook, two separate flights will focus on the core components of our media efforts, that the viewer is in control with online payments and tap-to-pay payments. The ads will be segmented by age, featuring content that is relevant to the Centennial and Millennials stage in life.
Youtube Pre-Roll
At 80 percent, a vast majority of our Centennial audience is active on Youtube, a number that is closely followed by their Millennial and Gen X counter parts. Youtube is constantly accessed on mobile devices, as 70 percent of views are mobile, and it is the top app in the iOS app store. Additionally, Youtube mobile ads receive viewer attention 83 percent of the time. 3 This platform is the ideal fit to run pre-roll content in tandem with the creative utilized on OTT and National TV placements. The creative content will be similar to these video placements, driving increased brand lift as users view content on a platform where they typically input financial information.
