Media and Advertising
Retail banks spend a significant amount on media and advertising, but it is difficult to quantify how much incremental profit this spend generates. Leading retail banks are using in-market tests to understand the impact of media and advertising on banking customer acquisition and to identify ways to improve the return on this marketing investment.
This Test & Learn™ approach gives banks the strategic marketing insights they need to optimize their marketing spend across a variety of channels including TV, radio, print, and online. In each case, Test & Learn™ provides answers to key questions such as:
- What is the incremental benefit from media and advertising?
- Which media channels are most effective?
- What is the lowest cost strategy to acquire new banking customers?
- Which markets respond best to media and advertising?
In today's highly competitive environment, as retail banks spend millions of dollars on traditional and emerging forms of advertising with the goal of banking customer acquisition, it becomes increasingly important to accurately predict which advertising will generate value. APT's Test & Learn™ solutions have helped leading banks successfully optimize media and advertising decisions.
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