Bank uses Omnicom’s new product to target audiences, resulting in double-digit improvements DUBAI: Arab National Bank has partnered with Omnicom Media Group to drive awareness for its credit card service through a social media campaign. The campaign was launched on various social media channels, including Snapchat and TikTok, for the first time in the Kingdom, using OMD’s Omni Custom Audiences product. The product offers Omnicom clients curated audience segments. Instead of using the demographic targeting options offered by social platforms, Omnicom creates custom audience segments for each client, allowing them to target audiences more precisely and delivering better campaign outcomes. “Until now, standard practice was to run campaigns using social platforms’ native audiences and targeting options. OMG’s premium segments are curated by experienced data scientists who regularly analyze the data to ensure very high match rates and optimal campaign performance,” said George Achkouty, head of digital at OMD Saudi Arabia. OMD used the product to build bespoke segments tailored to the bank’s campaign and objectives by focusing on credit card holders, non-credit card holders, frequent travelers and football fans. The approach delivered high levels of awareness on social media, resulting in double-digit improvements in clickthrough (CTR) and video completion rates (VCR). The campaign achieved an 81 percent increase in CTR and a 23-times increase in VCR on TikTok, as well as a 22 percent higher swipe-up rate and an 18 percent increase in VCR on Snapchat. “Social media is core to our digital marketing, but we wanted a more surgical approach to reaching our audience than what was available on the platforms,” said Bader Alboqami, the bank’s head of marketing and customer experience. “As first-party data is a very sensitive issue for banks, the only alternative is quality third-party audience segments. The ability to access them on social media in Saudi Arabia, especially popular platforms like Snapchat and TikTok, is a major step forward.” The campaign has “more than confirmed the validity and value of this approach, and we expect to see more campaigns being pushed this way,” he added.