About a year ago, digital personal finance company SoFi took its media-buying and planning operations in-house with the intention of driving greater targeting and efficiency for its TV campaigns. What have they learned? SoFi's SVP, marketing, Brad Simmons, shares the results with Ross Fadner, director, event programming, MediaPost, during the Keynote Q&A at last week's TV & Video Insider Summit. Shortly after running an 8-week long, highly refined test with AT&T that looked among about a million households (advanced degree, 100K+, 720+ credit score), SoFi has established that its audience predominantly watched news and sports. Applying these findings for about 2 quarters, SoFi has reaped some astonishing results, such as a 50% increase in engagement among clients submitting applications.
INTERVIEWEE Brad Simmons, SVP, marketing, SoFi; INTERVIEWER Ross Fadner, director, event programming, MediaPost
Find the rest of this session, and more, at our TV & Video Insider Summit Agenda page.