Grow Your Business with Facebook Attribution | RBS Case Study

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Grow Your Business with Facebook Attribution | RBS Case Study

Facebook Attribution helps you measure the impact of your ads across the Facebook family of apps and services and across publishers. Using the new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to no running ads. And to gain a better understanding of your audience’s digital journey. You can use cross-device reporting to learn the device your customers engaged with your ads on, or where they converted.

Facebook Attribution helps you understand the impact of your content and ads across multiple channels. Note that this includes and goes beyond Facebook. Not only the organic referrals from Google and others, but your non-Facebook advertising efforts.

RBS group is one of the UK’s leading banking groups. They provide a wide range of products and services to various types of customers. Also, their clients include large corporations and institutions. They are in business with a considerable number of well-known banking brands.

In this case study, we’ll explore how the UK bank utilized Facebook Attribution to implement an efficient strategy for in-app display ads. Achieving considerable growth loan account openings by 20%.

PROBLEM

RBS wanted to improve the performance of its digital advertising and reach a larger audience for one of its main products: loans. It wanted to attract new customers from within the bank’s existing customer pool and with the greatest cost efficiency possible.

SOLUTION

RBS had great success with digital display campaigns in the past, but its display ads were reaching fewer people than before and customer acquisition costs were higher. So in 2019, RBS and its media agency Zenith sought out innovative ways to efficiently reach a larger audience.

  • People in the UK are increasingly spending their time on mobile within apps, so RBS’ priority was to focus on in-app advertising to see if it could encourage more people to open a loan and drive down acquisition costs. 
  • To fully understand the effectiveness of in-app display advertising, however, RBS and Zenith needed an effective measurement solution that could account for conversion journeys across devices and also measure ad influence beyond last-click. 
  • Having a relevant attribution solution that aligned with how people use multiple devices and interact with multiple advertising channels was a must.
  • With that in mind, RBS turned to Facebook Attribution. This solution offered the team the unparalleled ability to connect conversions to media touchpoints across channels, devices and browsers to accurately measure the effectiveness of in-app display advertising and other mobile-heavy channels. 
  • The campaign was targeted to all existing adult customers of NatWest and Royal Bank of Scotland in the UK.

RESULT

Using Facebook Attribution, RBS was able to better measure the effectiveness of its cross-media activity, specifically the impact that in-app display ads have on its business. Running during January 2019, Facebook Attribution found that RBS’ in-app display ads achieved:

  • 20% increase in loan account openings via display advertising
  • 16% decrease in display ads’ cost per attributable acquisition
  • 16% lower cost per attributable acquisition of in-app activity versus industry benchmark

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