Generate Finance Leads with Strong Publisher Brands

Just Quality Leads from Transparent, Reputable, and Scalable Online Publishers

Is that so difficult? Well, yes. You can use ad networks, but it can be difficult to optimize a blind, broad channel buy. You can use individual targeted publishers, but your CPMs can be too high to get an affordable cost per lead. You’d love a performance based lead program but don’t like the idea of blind publishers and unknown quality. Then there’s ad location testing, there’s ad version testing, there’s conversion rates and costs; and what if there’s a discrepancy, or the publisher drops the ball on delivery? Oh, and can you make all this scalable?

Many of our financial clients are simply looking for us to provide an efficient way to manage the planning, negotiation, and execution of display media in a logical and consultative manner.

For Tax Incorporated, our goal was to integrate a display campaign with their offline television and search campaigns using traditional finance publishers that bring in the the highest quality leads. We focused our strategy around CNN and Fox News, whose financial sections had the most scalable audience of high net worth individuals that may have tax issues. We worked with Tax Inc’s design team to develop creative that segmented and qualified, and built a solid plan for conversion. After shrewd negotiations with our publisher reps, we launched and optimized using tight ad serving reporting, eventually resulting in an expandable campaign with quality leads.