Case Study: Citibank achieves 165% CPA outperformance and 2x conversion lift with Quantcast

Citibank breaks through noisy credit market and connects with consumers

Citibank, a global financial services provider, needed to cut through a noisy credit market and stop wasting media on audiences unlikely to convert. The bank challenged Quantcast to drive more applications for its consumer lending and credit card products by reaching only the consumers most likely to act.

Quantcast delivered a full‑funnel, two‑pronged solution: algorithmic upper‑funnel online video to a niche audience identified by browsing signals (category, competitor and life‑stage/purchase terms), followed by lead‑focused direct response display. The combined video+display approach made users 2x more likely to convert than display‑only and 5.5x more likely than video‑only, ultimately outperforming Citibank’s CPA goal by 165%.

Citibank

Melissa Cicero

SVP Of Digital Acquisition