An Online Options and Trading Broker Wanted to Drive New Account Sign-Ups

An online options and trading broker wanted to drive new account sign-ups using video on desktop, mobile, and CTV inventory. They came to Orange 142 with a CPA goal of $75.

One week after the campaign launch, we looked at all the data we had gathered and began making
optimizations and moved budget toward the strategies driving the most account sign-ups and sign-ons, creating new strategies based on our learnings and turning off strategies that weren't working.

The Results:

At the end of a 6-week campaign, we exceeded our client's expectations and goals. We delivered 1,471 total conversions, 946 new accounts, and 525 account completions (signed in and made transactions). Our final CPA was $50.98, well below our client’s $75 goal.

How Orange 142 Delivered

SOME OF OUR LAUNCH STRATEGIES

• Targeted CTV inventory on tablets and Smart TVs
• Created custom contextual segments
• Contextually targeted content about stocks, online trading platforms, and investing
• Utilized 3rd-party data to target individuals interested in finance and investing, HHI of 150K+, ages 25 - 65, and active traders
• Targeted adults who have investment, fantasy sports, and trading apps on their phone

SOME OF OUR OPTIMIZATIONS

• Turned off all of the behavioral segments except the active traders, HHI 150K+, and stocks
• Created a re-marketing recency strategy to serve ads to people who created an account
• Increased budget towards contextual and custom lookalike modeling
• Increased bid and budget as the retargeting pool grew
• Added adaptive segments