Advertising
JP Morgan, one of the world’s leading financial institutions, serves institutional investors, Fortune 500 companies, and high-value corporate clients worldwide.
THE CHALLENGE
JP Morgan needed to move beyond broad digital awareness and engage senior decision-makers at Fortune 500 companies, asset managers, and private equity firms with targeted financial messaging. Traditional display campaigns produced high impression volumes but low engagement from the accounts that mattered most, resulting in wasted spend and limited visibility among priority clients.
STRATEGY
The following focus areas shaped the campaign approach:
Activated account-based media (ABM) lists containing 1,500 priority companies to concentrate spend on the most valuable targets
Integrated first-party CRM data with firmographic signals from LiveRamp and Adsquare for layered audience precision
Secured premium inventory on Bloomberg, The Wall Street Journal, and Financial Times to align ad placement with audience reading habits
Personalized creatives by industry vertical, tailoring messaging for banking, healthcare, and manufacturing segments
Applied account-level retargeting across display and YouTube to maintain consistent visibility among engaged decision-makers
EXECUTION
The campaign ran across display and YouTube placements within Google’s DV360 platform. Display ads appeared on premium financial publications, reaching executives during their daily content consumption. YouTube video placements ran within finance-relevant editorial content, with messaging centered on trust, long-term partnership value, and JP Morgan’s institutional expertise.
The following table outlines the primary deliverables and their intended display formats:
Deliverable | Display Format |
YouTube video ads | Pre-roll and mid-roll placements within finance editorial content |
Display ads | Premium banner inventory on Bloomberg, WSJ, and Financial Times |
Industry-specific creatives | Personalized static and animated ad units segmented by banking, healthcare, and manufacturing verticals |
Reports and insights content | Gated downloads promoted through retargeting sequences to re-engaged decision-makers |
Localization played a central role in execution. Campaign messaging adapted to regional financial contexts across the US, UK, and APAC while maintaining JP Morgan’s unified brand tone throughout all markets.
KEY INSIGHT
Account-based targeting through DV360 reduced cost per engaged account by 22% compared to broad campaigns while tripling click-through rates, demonstrating that programmatic precision outperforms volume-based approaches when reaching institutional decision-makers.