Developing an effective strategy for financial services brands to connect to audiences across digital channels is essential for financial marketers. Today’s fragmented digital landscape and disparities in consumer financial resilience challenge marketers when trying to scale outreach to consumers more likely to convert.
In a recent webinar, Ian Wright, IXI Chief Strategy Officer and Paul Bell, President, 33Across, delved into the current U.S. wealth trends and explained how to apply high-value audience targeting to campaigns for improved campaign performance.
The Shifting Wealth Landscape: Insights from the Equifax IXI Network
While overall U.S. wealth has grown substantially, up almost 250% since the Great Recession and a $22 trillion increase in the last 5 years, the median household wealth has decreased by 12% over the past three years. A deeper dive into the data reveals an uneven distribution of wealth.
Depending on the wealth segment, investment strategies vary by audience.
Mass Market (<$100K in assets):
These households are ideal targets for non-interest checking campaigns, as they need more financial flexibility and may struggle to maintain high balances to avoid fees.
Mass Affluent ($100K – $1M):
This segment is more suited for high-yield money market accounts or CD campaigns, as they can afford to let their money sit and diversify their portfolios.
Affluent ($1M+):
The affluent segment’s significant wealth growth is largely attributed to their direct investment in stocks, allowing them to fully capitalize on the stock market’s performance.
Data-Driven Campaign Activation with 33Across
The Equifax and 33Across partnership bridges the gap between offline financial insights and digital media activation. 33Across’ technology connects verified wealth data from the IXI Network with curated machine learning and AI-powered media activation, allowing marketers to leverage trusted household-level wealth data at the source of media supply.
Together, a financial service campaign can target wealth-based audiences such as households with over $1 million to supply-side media across premium inventory. Applying data signals across the supply side pre-filters the media with the exact audience segments before bid requests reach the demand side, reducing waste and improving optimization.
Here’s how financial services advertisers benefit from supply-side curation:
- Speed: Launch activations on the same day using 33Across’ existing integrations with major SSPs and DSPs
- Simplicity: Using existing programmatic workflows eliminates the need for new vendor approvals or complex onboarding
- Improved Performance: Advertisers compete only for impressions that meet their exact audience and quality criteria, leading to higher match rates, less waste, and stronger ROIs
Tapping into wealth data from Equifax, marketers can leverage financial insights that enable them to precisely target consumers with a higher capacity to spend, save or invest. 33Across provides the data activation layer using its supply-side curation platform that embeds this data with aligned media. This partnership enables precision targeting and media activation optimized by AI and machine learning, leading to higher engagement and more efficient ad spend. By combining powerful financial insights from Equifax with 33Across’ advanced media activation, financial marketers can achieve unprecedented precision and efficiency in their campaigns.
Watch the full webinar here.
Contact Us to Learn More about Activating Your Supply-Side PMPs with 33Across & Equifax
