Objectives of the campaign
During the 2 weeks of the ‘Rabo Woonweken’, customers could go to one of the 104 local Rabobank offices without an appointment, to get free mortgage advice. Rabobank initiated a campaign to promote the Rabo Woonweken and attract customers to their local offices.
In order for the campaign to be successful, Rabobank needed to reach customers nearby their local offices, with a relevant local message. After all, this way their advertisements would be up most relevant for local audiences, and therefore better performing. Reaching local audiences with local advertisements can be done with programmatic (dynamic) advertising. However, this poses two challenges:
- Setting up separate programmatic campaigns for each local office would cost many hours on operational management, of which the costs would not outweigh the benefits.
- A single dynamic programmatic campaign, in which the content of the banner changes as the location of the viewer changes, would lead to a skewed distribution of budget. The system used for dynamic advertising automatically optimizes budgets towards the best performing locations, usually big cities. This would result in bad campaign performance for offices in small populated cities.
Rabobank used Adcombi’s technology to set-up 266 programmatic dynamic campaigns in one go, with customized targeting regions, budgets and banners. This unique technology automated multi campaign management with local relevance, instantly providing a solution for Rabobank’s challenges.
The banners were served on a pre-set list of premium Dutch websites, to ensure brand safety and large reach. The banners displayed the nearest office, it’s opening hours and an image of the city’s skyline. This way, banners were always relevant to the viewer and local budget spent was guaranteed.