B2B Programmatic Advertising Case Study

Introduction

Money20/20 is the world’s leading, premium content, sales and networking platform for the global money ecosystem. As the #1 show for Gen AI in money, Money20/20 provides the clearest and most distinctive focus on what’s next across the world of payments, FinTech and financial services. Money20/20 organizes global events in the USA, Europe, Asia and Middle East markets.

The Challenge

To achieve its objective of acquiring new event registrants and retaining previous event attendees, Money20/20 recognized the opportunity to expand its B2B digital advertising strategy beyond LinkedIn and Google. To test new advertising channels and leverage B2B intent data to target in-market professionals, Money20/20 researched the market for a specialized paid media agency and ultimately chose to work with PrograMetrix.

Money20/20 collaborated with PrograMetrix to target business decision makers in the fintech and financial services industries across the premium open web. The team of programmatic experts at PrograMetrix developed a multi-touch media strategy to drive traction throughout the marketing funnel while engaging business professionals on their always-connected devices across premium sites, apps and streaming platforms. To measure campaign performance and evaluate ROI, Money20/20 leaned on PrograMetrix to track event ticket purchases for its U.S. and Europe events.

The Solution

The specialists at PrograMetrix immersed themselves in Money20/20’s customer research to better understand the decision makers in the fintech and financial services industries, their business research and content consumption patterns, and where they were spending time online to guide the media plan strategy.

To scale audience reach and frequency outside of LinkedIn and Google, PrograMetrix leveraged its relationships with industry leading B2B data providers including Bombora, Dun & Bradstreet, and ZoomInfo to develop custom audiences of professionals with specific job titles who work in the banking, payments, online merchants and fintech industries. In addition, PrograMetrix identified B2B intent topics to engage professionals who were actively researching new technologies, partnerships and networking opportunities within the aforementioned industries.

After curating high intent B2B audiences, PrograMetrix developed a multi-channel programmatic media plan strategy. To raise event awareness amongst new audiences, PrograMetrix allocated a portion of the media budget to upper-funnel tactics like streaming audio, podcast advertising and online video. To drive site traffic and brand engagement in the mid-funnel, PrograMetrix served display ads to users who viewed or listened to 100% of the video or audio ads and tested search retargeting tactics to reach professionals that were researching events in the fintech and financial services industries. To convert audiences into customers, PrograMetrix securely onboarded Money20/20’s CRM data to re-engage previous event attendees and retargeted website visitors who hadn’t purchased passes to upcoming events.

The programmatic campaign was designed to A/B test all audiences, media channels and targeting tactics. This agile approach helped PrograMetrix maximize campaign optimization opportunities and deliver unique audience insights. Media spend was reallocated throughout the campaign to increase ad exposure to top performing job titles, Bombora intent-topics and first-party retargeting audiences. In addition, PrograMetrix was able to allocate more ad spend to top performing states for the U.S. campaign and top performing countries for the Europe campaign.

To measure campaign performance, PrograMetrix worked with Money20/20 to implement dynamic tracking on conversion events. This enabled the transaction amount of each event ticket purchase to pull through in reporting, which was critical for measuring ROI and ROAS. Additionally, advanced path to conversion and cross-channel lift reporting was set up to measure the impact programmatic ad exposure had on last click advertising channels like Google paid search.

Campaign Results

By harnessing the collective expertise of both teams and leveraging cutting-edge B2B data and ad tech, PrograMetrix helped Money20/20 reach and convert in-market audiences across the open web to drive impactful business outcomes:

U.S. Campaign

• 1,241 unique purchases
• $47 cost per order
• 47X ROAS

Europe Campaign

• 189 unique purchases
• 355% increase in paid social/search conversion rate
• 2.8X ROAS

The above results led Money20/20 to renew and increase its advertising investments for the U.S. and Europe campaigns with PrograMetrix. To grow its presence and event attendees in the APAC region, Money 20/20 is now leveraging PrograMetrix’s campaign management services for its Money 20/20 Asia event in Bangkok, Thailand.

Testimonial Statement

"Partnering with PrograMetrix has been game-changing for our team and business. The B2B audience-centric approach and innovative media strategies we've built together have increased our brand awareness along with cost per acquisition efficiency in our competitive industry. This pivotal collaboration has resulted in digital advertising that resonates deeply with our audience and drives impressive marketing KPI growth. We greatly value the proactive service, innovative strategies and campaign insights we consistently receive from our support team at PrograMetrix. We look forward to our continued success together."

- Kathryn Frankson, VP of Marketing | Money20/20