Case Study
MBNA credits Quantcast cookieless campaign with cost-efficient performance
“As we launched our first cookieless campaign, we were grateful to have the super proactive and highly responsive Quantcast team to guide us in this new space. They have always gone the extra mile for us, deep diving into audience insights and solving any challenges to maximize conversions. Quantcast is our trusted cookieless partner with top efficiencies for CPA and CPM.”
Andrea Enzo Palmieri Associate Manager, Digital Performance Marketing, TD Bank
Better results than campaign goal
Higher approval rate
MBNA, a division of TD Bank, is a leading provider of Mastercard credit card products in Canada.
Industry
Financial Services
Brand
MBNA / TD Bank
Product
Cookieless Solution, Quantcast Advertising Platform
Challenge
MBNA, a provider of Mastercard in Canada, wanted to find in-market audiences interested in low interest rate or balance transfer credit cards. They challenged their agency, Starcom, to drive new MBNA True Line accounts at a lower CPA.
Solution
To unlock previously inaccessible audiences, Starcom partnered with Quantcast for MBNA’s first cookieless campaign. Starcom used Quantcast’s Interest Based Audiences (IBA) as well as lookalike modeling (based on MBNA’s current customers) to find the most relevant and receptive audiences. With Quantcast’s first-party data and AI technology, MBNA targeted and retargeted in-market consumers in real time to drive efficient results.
Results
By advertising in both cookie-based and cookieless environments, MBNA was able to extend their reach to the 50% of internet audiences not addressable with third-party cookies. Quantcast’s cookieless solutions delivered superior outcomes in terms of performance and cost-efficiency. The campaign with Quantcast immensely exceeded expectations by 88% (vs. goal) with the credit card approval rate 38% higher than usual – and did so at a significantly lower CPA and CPM.
The Partnership
