Precision Targeting With Programmatic ABM on Google DV360

Client Overview

JP Morgan is one of the world's leading financial institutions, serving institutional investors, Fortune 500 companies, and high-value corporate clients across global markets. The brand carries deep authority in investment banking, asset management, and corporate advisory. To modernize its digital outreach, JP Morgan needed a programmatic strategy that would deliver precision engagement with senior decision-makers at priority accounts without wasting impressions on audiences outside the buying committee.

Campaign Objective

The campaign aimed to strengthen relationships with institutional clients through targeted digital engagement. JP Morgan wanted to reach high-value accounts, specifically Fortune 500 companies, Asset Managers, and Private Equity firms, with financial messaging tailored to their sector and investment focus. Reducing wasted impressions was a core performance requirement, shifting the media model from broad awareness to account-based delivery.

Content engagement served as the secondary conversion metric. Investment reports, market outlooks, and thought leadership whitepapers needed to reach the desks of decision-makers who would act on them. Each content download represented a qualified touchpoint that the sales team could reference in direct conversations, connecting digital ad exposure to real pipeline activity.

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Audience & Targeting

An ABM account list of 1,500 priority companies formed the campaign's targeting backbone. The list was activated through DV360 and enriched with firmographic data from LiveRamp and Adsquare, adding layers for company size, industry vertical, and seniority of web users associated with each account. First-party CRM data re-engaged existing clients who had interacted with JP Morgan's content in prior quarters.

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Platform & Channels

Premium financial publisher inventory anchored the placement strategy. Bloomberg, the Wall Street Journal, and the Financial Times provided the editorial environments where JP Morgan's target audience spends active reading time. PMP deals secured priority access to these placements, ensuring that ABM-targeted impressions appeared alongside credible financial journalism rather than general business or lifestyle content.

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Creative and Formats

Display creatives were personalized by industry vertical. Banking, healthcare, and manufacturing each received tailored messaging that addressed sector-specific investment themes. YouTube video ads centered on market expertise, institutional trust, and partnership value, three pillars that aligned with how JP Morgan's institutional clients evaluate advisory relationships. No generic financial messaging was used across verticals.

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Geo-Focus

The campaign ran across the US, UK, and APAC regions. Each geography received localized creative and messaging adapted to regional investor priorities. US campaigns emphasized domestic market positioning, UK delivery focused on European cross-border themes, and APAC placements addressed emerging market opportunities. Global brand consistency was maintained through shared visual identity and messaging architecture.