Precision Targeting with Programmatic ABM: JP Morgan’s DV360 Campaign
Client Overview
JP Morgan is one of the world’s leading financial institutions, serving institutional investors, Fortune 500 companies, and high-value corporate clients globally. With a strong focus on trust, expertise, and long-term partnerships, the brand sought to modernize its digital outreach to ensure precision in reaching senior decision-makers.
Campaign Objective (DV360-Only Focus)
Strengthen relationships with institutional clients through targeted digital engagement.
Reach high-value accounts (Fortune 500, asset managers, private equity firms) with relevant financial messaging.
Reduce wasted impressions by shifting from broad awareness to account-based targeting.
DV360 Strategy & Execution
Audience & Data Setup
Activated ABM account lists with 1,500 priority companies.
Leveraged first-party CRM data for existing client re-engagement.
Enriched targeting using third-party ABM providers (LiveRamp, Adsquare) with firmographic layers.
Retargeted decision-makers who previously engaged with investment reports and thought leadership content.
Platform Execution
Ran Display + YouTube campaigns within DV360.
Secured premium financial inventory on Bloomberg, WSJ, and Financial Times.
Applied account-level retargeting to ensure repeated exposure to high-value companies.
Creative Tactics
Personalized display creatives by industry vertical (e.g., banking, healthcare, manufacturing)
Developed YouTube video ads positioned within finance-relevant contexts to reinforce credibility.
Messaging centered on market expertise, institutional trust, and partnership value.
Results & Impact (Hypothetical)
CTR: 0.65% (3× higher than generic finance campaigns).
View-Through Rate: 52% on YouTube placements.
Engaged Accounts: 67% of targeted companies recorded user interactions.
Content Downloads: 2,300 whitepapers and reports downloaded by decision-makers.
Efficiency: 22% lower cost per engaged account vs. broad campaigns.
Why It Worked
Account-Based Precision: ABM lists eliminated wasted impressions and focused spend on priority companies.
Content-Driven Engagement: High-value assets (reports, outlooks) aligned with executive interests.
Multi-Geo Execution: Localized campaigns across the US, UK, and APAC maintained global brand consistency while adapting to regional investor needs.
Takeaway
By combining DV360’s programmatic scale with account-based marketing, JP Morgan successfully engaged high-value institutional audiences. The campaign demonstrated that precision targeting with ABM delivers stronger engagement, more efficient spend, and measurable impact with decision-makers — setting the foundation for future cross-channel ABM integrations with LinkedIn and beyond.