Frost Bank Leverages Machine Learning to Drive Awareness for “Opt for Optimism” Initiative

AdTheorent, Inc., a digital advertising leader using advanced machine learning technology and solutions to deliver impactful advertising campaigns for marketers, and McGarrah Jessee, a full-service, Austin-born creative and brand development agency, today announced results from a digital awareness campaign within Frost Banks Opt for Optimism initiative. The goals of the campaign are to drive awareness of Frost and the initiative among an audience of optimistic individuals, as well as to inspire optimism among the target audience.

The Overall Opt for Optimism Initiative

Bigger than a traditional marketing campaign, Opt for Optimism is a multiyear, grassroots-inspired initiative to combat cultural pessimism and ignite the powers of optimism. Frosts goal is to move beyond telling people to be optimistic, and, instead, to help them feel it. Through partnerships, storytelling and public activations, Frost is sparking active conversations about optimism in order to help people experience its benefits for themselves and, in the process, align the Frost brand with this positive and beneficial human capability. The digital awareness campaign is one part of the overarching Opt for Optimism initiative, and due to the success of the first campaign, AdTheorent is currently executing a second cross-screen digital campaign utilizing rich media and interactive pre-roll video.

I encourage all of you to go to opt4optimism.com and just look at the content there. We’re trying to build community. We’re trying to inspire generosity. Take the 30-day optimism challenge. It’ll make you a better person. said Phil Green, Chairman and CEO of Frost Bank.

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Custom Audience Builder: Identifying Optimists

To identify the target audience of optimistic and generous people, AdTheorent utilized its Audience Builder capability. AdTheorents Audience Builder leveraged elegant live-poll ad units to identify a deterministic audience of engaged hand-raisers. In this case, AdTheorent polled individuals about optimism and charity with two unique questions:

  • Do you think optimism can be learned?
  • Have you donated to charity recently?

AdTheorent then used the attributes and characteristics of consumers who responded to build a Predictive Audience, after which AdTheorents machine learning platform identified the consumers within that audience who were most likely to convert.

Campaign Results: Measured by Moat Analytics

The campaign Video Completion Rate (VCR) was 82%, exceeding the industry average by 9.3%. Additionally, AdTheorent utilized Moat to measure real-time attention analytics beyond CTR. The campaign was very successful, exceeding all client-defined benchmarks:

  • 40.82% Attention Quality, which is the percentage of impressions that converted from hovering to interacting;
  • 32.22% Completion Quality, which is the percentage of video completes that were audible and visible.

Our goal is for people to discover conversations and experience optimism through active involvement, all on their own terms, said Elizabeth Crawford, Associate Media Director at McGarrah Jessee. AdTheorents unique ability to deterministically identify ˜optimists, and then through machine learning identify those with the highest likelihood of engaging with that messaging has been an extremely effective approach for us, and we are thrilled with the results of this campaign.

To learn more about Frosts Opt for Optimism initiative, please visit: WWW.OPT4OPTIMISM.COM

About AdTheorent

AdTheorent uses advanced machine learning technology and solutions to deliver impactful advertising campaigns for marketers. AdTheorents industry-leading machine learning platform powers its predictive targeting, geo-intelligence, proprietary relationship graph and in-house creative capability, Studio AT. This product suite allows advertisers to identify the most qualified individuals coupled with the optimal creative experience to drive campaign performance and deliver on advertiser KPIs at scale.

In the last year, AdTheorents solutions have been recognized with numerous awards, including: Best AI-Based Advertising Solution (AI Breakthrough Awards), Most Innovative Product (B.I.G. Innovation Awards), Most Innovative Platform (DMA Innovation Award), as well as Frost & Sullivans Digital Advertising Leadership Award and Deloittes Technology Fast 500. AdTheorent is headquartered in New York, with twelve office across the United States and Canada. For more information, visit adtheorent.com.

About Frost:

Frost is the banking, investments and insurance subsidiary of Cullen/Frost Bankers, Inc. (NYSE: CFR), a financial holding company, headquartered in San Antonio, with $31.2 billion in assets at September 30, 2018. One of the 50 largest U.S. banks, Frost provides a wide range of banking, investments and insurance services to businesses and individuals across Texas in the Austin, Corpus Christi, Dallas, Fort Worth, Houston, Permian Basin, Rio Grande Valley and San Antonio regions. Founded in 1868, Frost has helped clients with their financial needs during three centuries.

About McGarrah Jessee

Founded in 1996, McGarrah Jessee is a full-service, Austin-born creative and brand development agency built on the philosophy that having no hard walls between disciplines leads to greater collaboration and innovation. In 2017, McGarrah Jessee was named Small Agency of the Year: Gold by AdAge and has been recognized by Outside Magazine as a best place to work. The agency and its work has been featured in Fast Company, Ad Age, Adweek, Communication Arts and ANA Magazine. www.mc-j.com

AdTheorent
Melanie Berger
[email protected]

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