Case Study: KeyBank cuts media costs 50% and doubles time on site with Adobe Target

Building a bolder brand from the inside out

KeyBank engaged Adobe Target to help bring media buying and audience management in‑house so they could reduce wasted ad spend, improve targeting, and build stronger, more relevant customer experiences. Facing redundant buys, inability to exclude internal or unresponsive audiences, and a lack of unified analytics, KeyBank evaluated Adobe and ultimately implemented Adobe Audience Manager and Adobe Advertising Cloud as part of that partnership.

Working with Adobe Target and leveraging Audience Manager and Advertising Cloud, KeyBank implemented exclusions, frequency caps, and connected‑TV targeting (including a Roku beta) to run media internally with a small team. The move cut average CPMs roughly in half (from $4.50 to under $2.50), saved hundreds of thousands of dollars, produced 4x higher video completion rates, doubled time on site, and enabled rapid campaign pivots (notably the successful “Ready for Tomorrow” COVID campaign).

KeyBank

Justin Morcelle

Chief Marketing Officer