Case Study: KeyBank achieves 50% lower CPM and 2x engagement with Adobe Advertising Cloud and Adobe Audience Manager

How KeyBank moved advertising in-house and regained control of their narrative

KeyBank, a 200-year-old regional bank with 1,197 branches, 1,572 ATMs and 17,000+ employees, needed to reduce wasted media spend and build more relevant, personalized customer experiences to compete with much larger national banks. The marketing team lacked unified data and control—ads were served to employees and existing customers, multiple DSPs caused duplicate buys, and KeyBank couldn’t target or test at the granularity required to shape a stronger brand narrative.

KeyBank brought media buying in-house using Adobe Audience Manager and Adobe Advertising Cloud, enabling exclusions, frequency capping, precise audience segmentation and connected-TV targeting (including a Roku partnership). With a small team they cut average CPMs by ~50% (from $4.50 to under $2.50), saved hundreds of thousands, achieved 4x video completion rates, doubled time on site, and quickly pivoted to deliver high-engagement campaigns that also drove measurable sales lifts.

KeyBank

Justin Morcelle

Chief Marketing Officer