Digital

Over-The-Top Commercial Spots In 2019, mobile entertainment consumption will surpass traditional TV consumption. 1 Adults ages 18 and over spend 11 hours per day across devices, six of which are spent consuming video. Gen Z and the Centennial audiences have increased mobile video viewing since last year, and that number is only expected to go up. 2 OTT placements will reach these mobile viewers as they stream video on their phone, tablet, or smart TV. Partnering with a programmatic connected TV vendor allows for strategic targeting that would eliminate wastefully reaching viewers who do not align with the target income and do not value technological adaptation. With a programmatic vendor, Mastercard will place ads on a wide range of platforms including Hulu, CW, and ABCgo. Two types of creative messaging will be tested, one emphasizing Mastercard for online payments, and one emphasizing tap-to-pay. These :30 spots will be displayed to our audience while they watch programming they value most.

Search Engine Marketing

Throughout the entire Q3 and Q4 period, search engine marketing will be utilized to reach consumers during the decision-making phase of their consumer journey, regardless of if they are currently considering utilizing card-on-file or contactless payment. One category of search ads will be centered around messaging that emphasizes safety, reaching consumers through searching phrases such as “online shopping safety,” “protect credit card online,” and “best card for online shopping.” The second category will reach users looking to gain control of their digital finances, who may be searching things like “control digital payments” or “set up digital wallet.” The goal of search is to reach customers who are likely to increase digital payments, but don’t currently have the service top-of-mind.

Gas Buddy Display Ads The Gas Buddy app allows for users to view and compare the lowest gas prices in their area in real time. 18-34 year-olds comprise up to a third of Gas Buddy users and are 20 percent more likely than other Millennials to have an active lifestyle. These users are budget seekers, but earn 11 percent more than the general public in the same age range. 87 percent of Gas Buddy users report that they are constantly connected to their phone, making them more likely to utilize tap-to-pay services connected to a digital wallet. Users typically buy gas and make gas station convenience store purchases immediately after viewing the app. 3 Mastercard will run display ads showing imagery of an in-process tapto-pay demo, prompting users in the gas purchase decision making process to use their Mastercard when paying at the pump.