Financial services · Digital accounts
HSBC France: programmatic media focused on digital account openings
Quick answer
BGO2 analyzed and optimized HSBC France's programmatic media buying with one clear goal: opening digital accounts. The analysis guided investment allocation across channels, audiences, and formats.
Case overview
| Company | HSBC France |
|---|---|
| Industry | Financial services |
| Model | B2C, digital banking |
| Scope | Programmatic media analysis and optimization, measuring the funnel down to account opening |
| BGO2 Fronts | Growth & Revenue, CRM & Data |
| Timeline | 2014 to 2016 |
The challenge
Drive digital account openings efficiently in a market where media battles for highly contested customers and the journey from ad to open account is long.
The turning point
Evaluate media by opened accounts, not clicks or impressions.
What we did
- 01
Programmatic media buying analysis.
- 02
Full-funnel analysis, from ad to opened account.
- 03
Optimization recommendations by channel, audience, and format.
- 04
Measurement framework to track account openings.
What this case teaches
In financial services, media spend is only justified when measured by opened accounts.
Frequently asked questions
- What is programmatic media?
- It is the automated buying of ad inventory using real-time audience targeting.
- How do you measure media for account opening?
- By tracking the entire funnel, from the ad to the opened account, rather than just clicks or visits.
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