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

• 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

• 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.