Sector SPDR ETFs: Ticker Targeting Ads

Problem

Sector SPDR needed an intuitive way to communicate a difficult investment strategy to potential investors: instead of investing in an individual stock, invest in the entire sector in order to maintain exposure to the stock while also gaining the diversification of the sector. The goal was to present this strategy in a tactical, timely manner.

Solution

Collaborating with our third-party ad server, we developed a responsive strategy that automatically changed messaging based on what a user was reading online: on ticker data pages, our ads were synced to incorporate the ticker symbol being researched and positioned its corresponding sector as a stronger investment.

The creative itself was dynamic, populating of-the-moment content based on what was on the page, allowing us to serve over 800 versions of the ad without producing each version in every possible size.

Results

Traffic from ticker targeting ads result in 80% more time spent on the site. Users who viewed the ticker targeting ads return to the SPDR website 63%  more than users who viewed other creative.