SUCCESS STORIES

Mobile bank service attracts hundreds of new users with OmnIDirect™

Financial Services

Cost-effective digital targeting drove high-quality acquisitions for mobile banking service

When budget constraints put direct mail on pause, a mobile bank service was in search of an affordable approach to targeting high-quality prospects. Franklin Madison Direct suggested a digital campaign test to engage an offline audience in a programmatic, open-web environment. Using the OmnIDirect targeting approach, display and web-video assets were served to 625,000 offline lookalike model records. To determine incrementality, a small portion of the audience was exposed to PSA advertising while the majority of the audience received the branded version. When compared to the holdout population who only saw the PSA, the branded digital ads provided a much higher sales rate and attracted close to 600 new users.

The Problem

A mobile bank needed an affordable, effective way to acquire high-quality users after pausing its direct mail efforts.

The Solution

FM Direct employed an omnIDirect™ digital test, serving targeted ads to offline lookalikes and measuring sales lift against a PSA holdout.

The Outcome

The campaign generated 562 new users, 2.5x higher sales rates, and a $57 incremental CPA, validating digital expansion.

Financial Services

Our Impact

New Users Acquired

omnIDirect targeting generated 562 new users through a cost-efficient digital approach.

Higher Sales Rate

Branded digital ads outperformed the PSA holdout group by 2.5x in sales rate.

Incremental CPA

The campaign maintained a $57 cost per acquisition, proving a scalable alternative to direct mail.

By providing an opportunity to target an offline audience online, it became possible to perform a 1-1 match on the name/address of a buyer, rather than seeing a simple ‘number from a pixel fire’. In other words, we provided a better, custom audience to target along with a tighter means to measure performance.

preston carroll
DIRECTOR OF DATA & ANALYTICS,
Franklin madison direct

Smarter digital marketing through precision targeting

FM Direct harnesses advanced predictive modeling and offline data activation to refine digital marketing strategies, ensuring brands reach their most valuable prospects with unmatched precision. By leveraging deterministic identity matching, we transform offline audience insights into high-performing digital campaigns, reducing wasted spend and maximizing ROI.

Our expert digital strategists optimize multi-channel campaigns across programmatic, paid social, search, and connected TV to deliver more conversions at a lower cost. With real-time analytics, custom reporting, and data-driven refinement, we provide brands with a scalable, results-driven approach to digital advertising—proving that the right audience, targeted the right way, makes all the difference.

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Success Stories

Explore our success stories to see how FM Direct drives growth with highly targeted direct mail strategies.

A person uses a calculator while holding a paper with charts, with sunlight streaming in and documents spread on the desk.

Data Modeling, Financial Services

FMD drives 50% cost savings without sacrificing lead quality

A wealth management firm needed to drive continued growth while prioritizing higher-value prospects and reducing direct mail costs.

People looking at charts and using a calculator.

Data Modeling, Financial Services

Mid-size bank exceeds acquisition and CPA goals

A mid-size bank wanted to accelerate checking and deposit growth in a newer, low-awareness market. Previous efforts had struggled to gain traction, and leadership needed a partner who could find the right audiences, prove the channel could scale, and deliver measurable growth with a competitive CPA.

Data Modeling, Financial Services

Advanced modeling increased high-net-worth engagement

A large financial services brand experienced declining direct mail performance under a previous agency, particularly when targeting affluent households with investable assets exceeding $1 million. They needed a data-driven partner to revive the channel and prove incremental growth with a notoriously hard-to-reach audience.

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