Financial brand achieves 2.6x awareness and 1.6x favourability with data-driven TV

Plan, activate and measure against a niche audience

In a crowded financial marketplace, one national brand aimed to break through by targeting a more defined, niche audience segment. The strategy: leverage Bell’s end-to-end marketing platform to build awareness, shape perception, and ultimately increase purchase consideration. The results exceeded expectations and offered key learnings for future planning.

Building a niche target audience

Using Bell First Party Data and Bell Analytics, the financial brand crafted a custom audience of consumers who:

• Had recently visited financial service websites
• Demonstrated browsing behaviour aligned with interest in banking, investments, or financial planning

This targeting strategy ensured messaging reached those actively seeking financial solutions, not just broad demographics.

SAM delivers reach and precision

With the audience defined, the campaign was activated through SAM (Strategic Audience Management) across Bell Media’s linear TV network, targeting placements that aligned with the viewing habits of the segment. This approach combined TV’s broad reach with precise targeting.

YouGov’s brand lift study revealed impressive results:

• 2.6x increase in brand familiarity among exposed viewers
• 1.6x stronger brand sentiment vs. control group
• 25% of exposed audiences were more likely to consider purchasing financial products or services
• 1/3 of exposed viewers enjoyed the ad
• Over 25% of exposed viewers felt emotionally connected to the campaign

Conclusion

Through strategic targeting and measurement, this financial brand successfully increased brand awareness and enhanced positive brand perception, driving meaningful business outcomes. By combining Bell First Party Data with SAM and independent brand measurement, the campaign delivered full-funnel performance, from awareness to consideration, while providing valuable insights to guide future investment.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.