InMobi was the ultimate platform for us on this campaign. It helped us generate awareness to reach our target audience and KPIs. We are delighted with the results and look forward to using InMobi creative features on our upcoming campaigns.”
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Bank AlJazira Mega Promotion Campaign Reaches Over 700,000 Unique Users in March 2021
Solution
Engaging with customers, Acquiring new users
Engaging with customers, Acquiring new users
About Bank AlJazira
Bank AlJazira is one of the leading Shari'ah-compliant fast growing financial institutions in Saudi Arabia, which provides individuals, businesses and institutions with innovative Shari'ah-compliant financial services including mortgages, credit cards and personal loans.
Highlights
1,099
conversions recorded
81%
video completion rate
3.3%
click-through rate on banner ads
2 Mn +
impressions
Campaign Objective
In March 2021, Bank AlJazira was looking to both boost awareness of its financial services and drive form submission to multiple products. In particular, the Bank AlJazira team was looking to get more people throughout Saudi Arabia to apply for personal loans, mortgages and/or credit cards with them. With the COVID-19 pandemic still limiting in-person banking activities in early 2021, Bank AlJazira knew it was especially critical to run a mobile-first campaign promote its online and mobile-first registration options. Not only does Saudi Arabia have one of the highest rates of smartphone ownership in the world, but 60% of banking consumers in the country already use mobile apps and other digital channels to bank. As a global leader in mobile marketing and in-app advertising, InMobi was an ideal partner for this campaign.
Audience Targeting
For this campaign, Bank AlJazira was particularly interested in reaching people over the age of 20. Depending on additional audience insights such as whether they were in the market for a new home or were looking to establish a credit history, someone would see an ad for Bank AlJazira’s personal loan offerings, their credit cards and/or real estate loans. The goal of the campaign was to personalize the ads based on the target individual’s financial needs.
Creative Approach
The campaign utilized two different types of creatives, rich media video interstitials and banner ads, in order to maximize reach and impact. The ad creatives were in Arabic, and highlighted the benefits of Bank AlJazira’s personal loan, mortgage and credit card offerings depending on the target audience.
Campaign Results
Overall, the campaign was a huge success, recording 1,099 leads (loan and/or credit card applications submitted). The ads reached more than 700,000 unique users throughout Saudi Arabia, with the campaign recording over 2 million impressions and 57,000 ad clicks. Additionally, not only did the banners record a click-through rate (CTR) of over 3.3%, but the video ads had a completion rate of 81% and an average video playtime of nine seconds.
Benefits of Optimization
Throughout the campaign, InMobi and Bank AlJazira adjusted spending and creative allocation to ensure the best results. This was a successful strategy, as these changes improved the overall campaign CTR by 1.5x between the first and final week of the campaign.
Top Performing Audiences
Thanks to InMobi, Bank AlJazira was able to better understand and refine their mobile-first audiences. Across the campaign, ads promoting their credit card and real estate loan offerings recorded the greatest number of impressions and the highest CTRs, although personal loan ads resulted in the most conversions. The top audiences for the campaign ended up being people who have multiple audio and video streaming apps on their mobile devices, entertainment enthusiasts, iPhone owners and shopping enthusiasts. Overall, their best performing audience segments were between 21 and 45 years old. In addition, users recorded the highest CTRs on Wednesdays and Thursdays.
InMobi provided great results, boosting awareness and successfully driving account signups. Their consultative approach around creatives and audience targeting, their direct connection with our main DSP, their quick optimizations and their in-app programmatic expertise helped us reach our conversion goals at scale, to ensure that the private marketplace deal was a success.”
