Case Study: SmartAsset drives new leads through TV with Marketing Architects

SmartAsset drives new leads through TV with Marketing Architects, beating cost-per-lead by 20%

SmartAsset, a financial marketplace, sought to expand its marketing beyond digital channels to reach a larger audience and generate more qualified leads for its SmartAdvisor service. They partnered with the vendor Marketing Architects to pilot and test the potential of television advertising.

Marketing Architects implemented a sophisticated measurement approach for the TV campaign, including econometric modeling and media mix analysis. The results significantly exceeded goals, with TV delivering a cost-per-lead 20% better than target and an ROI that surpassed expectations by 30 points. The campaign also lifted the performance of SmartAsset's other marketing channels. Due to this success, SmartAsset scaled its TV investment, achieving stronger overall profitability and making TV a larger share of its marketing mix.

SmartAsset