Case Study: How a Fintech Brand Scaled CTV Campaigns Across Three Markets

A fintech company approached us with an ambitious goal: launch brand awareness campaigns in three new markets simultaneously, Australia, Singapore, and the UK, with a combined monthly budget of $120,000. They had strong performance marketing in their home market but zero brand recognition in the regions they were expanding into. Nobody had heard of them.

The challenge was efficiency. Traditional TV was out of the question at their budget level. Pure display was not going to cut it for a brand nobody recognised. And running separate campaigns through separate vendors in each market would fragment their data and make cross-market optimisation impossible.

They needed a single platform that could handle CTV for awareness, display for retargeting, and cross-channel measurement across three markets simultaneously. That is exactly what we built Adxe to do.

The Strategy

We designed a two-layer approach that leveraged the strengths of each channel in sequence rather than running everything independently.

Layer one: CTV for attention. We ran 15 and 30-second video spots across premium streaming inventory in all three markets. The creative was deliberately simple: a single clear message about what the product does and why it matters, with strong branding throughout. No clever concepts that might not translate across cultures. Just clear value proposition and memorable visuals.

Targeting was built around household demographics and financial interest signals. We focused on households with characteristics that matched the client's existing customer base: higher income brackets, interest in financial planning and investment tools, and professional demographics. In each market, we calibrated the targeting based on local data availability, which varies significantly between Australia, Singapore, and the UK.

CTV served as the top of the funnel. Its job was not to drive conversions directly. It was to create brand recognition and build seed audiences for the next layer.

Layer two: Display for reinforcement. Users exposed to CTV ads were automatically added to retargeting pools. Within 24-48 hours of seeing a CTV spot, they started seeing display banners reinforcing the brand message and driving to a localised landing page in each market.

This cross-channel sequence was critical. The brand showed up in the living room first through CTV, establishing credibility and recognition in a premium content environment. Then it followed users across the web through display, converting that initial awareness into site visits and sign-ups. Each touchpoint built on the previous one rather than starting from scratch.

We also implemented strict cross-channel frequency caps. No user saw more than four CTV exposures per week or eight total ad exposures across both channels. This prevented the fatigue that often undermines awareness campaigns and kept the brand feeling premium rather than intrusive.

Market-Specific Adjustments

Running across three markets required some adaptation beyond just translating creative:

Australia had the strongest CTV inventory availability and the richest targeting data. We ran the most aggressive CTV allocation here, roughly 35% of the Australia budget, and saw the fastest brand recognition growth.

Singapore had more limited CTV inventory but excellent in-app reach. We supplemented CTV with in-app placements in finance and lifestyle apps popular in the market, which helped maintain consistent brand presence even when CTV scale was limited.

UK had competitive CTV pricing due to the larger inventory pool, which allowed us to achieve broader reach per dollar. However, the market was also more saturated with competing fintech brands, so we invested more in creative differentiation and higher-frequency display retargeting to cut through.

Results After 90 Days

The numbers exceeded the client's targets across every metric:

• CTV completion rates averaged 93% across all three markets, with the UK performing slightly higher at 95%

• Brand search volume increased 340% in Australia, 280% in Singapore, and 190% in the UK compared to pre-campaign baselines

• Display retargeting CTR for CTV-exposed users was 2.4x higher than for cold audiences who had not seen a CTV ad

• Blended cost per site visit came in at $1.80 across all three markets, well below the client's $3.00 target

• The client's app download rate in Australia increased 180% during the campaign period

• The client renewed for a six-month commitment and increased total budget by 40% to $168,000 per month

The Takeaway

CTV and display are not competing channels. They are complementary in a very specific and measurable way. CTV builds the brand memory. It puts your name, your message, and your visual identity in front of people in a high-attention environment where they actually process what they see. Display then activates that memory. It catches those same users in their normal browsing behaviour and converts recognition into action.

When you sequence these channels intentionally through a single platform like Adxe, with shared data, shared frequency management, and unified optimisation, you get the reach and impact of television advertising with the precision and measurability of programmatic. That combination is genuinely hard to beat, especially for brands entering new markets where they need to build recognition from zero.

If you are planning a market expansion and thinking about how to build brand awareness efficiently, we would love to show you how this approach could work for your specific situation. The framework is proven. The execution just needs to be tailored to your markets, your audiences, and your goals.