Delivering Big Game commercial reach to advertisers without the cost through card-linked offers

Figg can provide the same potential reach as a commercial during the Big Game at no extra cost to the advertiser. Figg is a leading pay-for-performance, transaction-based digital advertising platform company. Our payment-linked offer platform is powered by direct integrations with Visa, MasterCard, American Express, and other financial institutions. With these integrations, Figg understands where, when, and how much consumers are spending at any given time and can hyper-target audiences based on an advertiser’s unique needs and KPI’s. Figg’s publisher marketplace consists of top banks, financial apps, and digital platforms reaching over 100M+ consumers with linked cards, representing over $500 billion in annual spending.

With the new year here, there have likely already been extensive conversations at most companies about your annual marketing budget. For many companies looking for substantial consumer reach, digital marketing will be a significant component of their budget; for a select few companies, creating primetime commercials may be considered. We explored what a campaign with Figg could deliver with the budget of a commercial during the Big Game.

Want a quick overview on how we can help advertisers reach 100M+ consumers? Download our flyer!

Figg flips the traditional marketing funnel

Figg is performance-based, and this model allows us to guarantee ROAS upfront. Some of the most popular digital marketing channels, that can deliver millions of consumers, such as Google, Facebook, YouTube and other social platforms have different pricing models. They charge on a cost-per-thousand (CPM), cost-per-click (CPC) or a cost-per-action (CPA). Although these metrics can be tracked and targeted, there is no direct sales attribution for in-store purchases on these campaigns.

Another drawback of these popular digital channels is that many are priced through a bidding system, so volume and market competition play a substantial role in the price. However, in Figg’s model, there is never a concern of exponential price rises or getting priced out by competition.

Scale, clicks and awareness for free

Getting back to the original statement – Figg can provide the same potential reach as a commercial during the Big Game, at no extra cost to the advertiser. 96.4 million people tuned in to watch the 2021 Super Bowl, between the Kansas City Chiefs and the Tampa Bay Buccaneers. That’s nearly 1/4th of the US population coming together to enjoy a game on their television, streaming device or smartphone. It comes as no surprise that such a viewed event carried a hefty advertising budget. The cost of a 30-second advertisement spot during the 2021 Super Bowl was $5.5 million. Not to mention the production cost and timeline to create a primetime commercial. With Figg, an advertiser can get a campaign up and running in as little as a week with minimal creative assets required.

One thing that Figg has in common with the Super Bowl is the number of consumers they can both reach. Figg’s card-linked offer platform reaches 100M+ cardholders and growing year over year. Figg is now reaching as many people as the 2021 Super Bowl, but Figg’s model is performance-based, so there is no additional charge for exposure to these consumers. The only time an advertiser gets charged is when a consumer in our network makes a purchase at that participating advertiser, using their linked card. So, there is zero upfront cost and zero risk running a campaign with Figg.

Precision targeting and measurement

At Figg, we believe it’s not just about having reach but the ability to target the right consumers, at the right time. Having reach but no targeting makes it more difficult to identify value. The Super Bowl and its viewership are very well studied. For example, in 2021, there were 39.5 million viewers aged 18-49. Beyond knowing the age of these consumers, advertisers don’t have very much insight into what interests or drives action among those consumers. At Figg, we support custom targeting but with more precision by using first-hand transaction data.

Figg can target specific consumers based on their past purchase history. Advertisers can use this to their advantage by defining their own custom consumer segments. Once the segments are defined, the Figg platform can deliver unique offers for each segment- from new customers, lapsed customers, returning customers or competitive targeting. For example, a quick-service restaurant (QSR) client of Figg’s wants to reach consumers who have made 1+ purchases at a competitor but not with them over the last 12-months. Figg can create a custom offer for this target audience. Targeting is a differentiator for Figg.

Marketing insight, reporting and measurement

TV advertising and many digital marketing channels are challenged with attribution. In contrast, Figg can provide advertisers marketing insights, real-time reporting and campaign measurement with direct attribution. Figg provides free campaign reports. Advertisers can take these insights to make actionable plans beyond card-linking, just one more perk of being a partner of Figg’s. Below are a few bullet points covering some of the advanced transaction reports Figg shares with its advertisers.

  • Test vs. control incremental lift analysis: Figg will use the measurement approach that quantifies incremental spend per redeemer by comparing spend per customer, test vs. control. The control group will be ~10% of the eligible population for each target segment
  • Long-term value analysis: Figg will track cardholder spending after the first purchase to calculate total revenue driven by new user acquisition
  • Share of wallet analysis: Figg will track spending of our users across top competitors for pre-campaign, while the campaign is live and post-campaign

An example of a graph showing QSR National Marketing Share stats

  • Transaction detail reporting: Real-time transaction reporting, line item by line item of transactions driven by the active Figg campaign

 

Ready to get the reach of a commercial during the Big Game with a guaranteed return?

Figg’s solution reaches 100M+ cardholders with no upfront costs, integration fees or upcharges for targeting. In addition, Figg is 100% performance-based; advertisers only pay when the campaign drives verified transactions. This model allows Figg to give a guaranteed ROAS before the campaign even begins. Are you ready to see what a Figg partnership could deliver to your company? Contact us today to design a custom campaign.

 

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