In a year with so many challenges, Minnesota’s Open Your Eyes Initiative made strides in boosting consumer awareness of credit unions. At a webinar yesterday, the analytics from the 2020 campaign and most recent ad recall poll results were reviewed and updates shared for 2021 enhancements.
122,000,000 impressions were delivered in 2020 through OTT Streaming Ads, Social Media, Banner and Video Pre-roll, and statewide radio and transit ads. Our most recent, year-end Google Poll noted 34% of respondents in our target demographic recalled seeing our ads, and 50% indicated they are likely or very likely to join a credit union.
Digital ad performance improved in 2020 as well. Click thru Rates ranged between .7-1.16; increasing from .4 in 2019; while the CPM (cost per 1,000 impressions) was reduced by half.
The 2021 Awareness Initiative will continue to focus on reaching Minnesota young adults. New, fresh creative will be launched in first quarter, and included in digital display ads and pre-roll video, social media, and Over-the-Top steaming video commercials. Contributors to the campaign will have access to new branded marketing materials; plus preferred placement on YourMoneyFurther.com. We are excited to introduce a number of enhancements and new features coming next year for contributors, like "audience sharing”, "join now” buttons, a credit union matcher, and more.
The session was recorded and MnCUN members can access both the video and the slide deck online. Please note a log in is required. With questions, please contact Andrea Molnau, VP Communications & Engagement at firstname.lastname@example.org.
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