Scaling New Audiences: Parallex Bank’s 3-Month Awareness Push with DV360

Client Overview

Parallex Bank is a digitally-driven financial institution in Nigeria, focused on delivering modern banking experiences. To stand out in a crowded market, the brand partnered with us to execute a targeted campaign designed to build awareness and engage new users at scale.

Campaign Objectives

• Build brand awareness across key Nigerian regions

• Maximize unique reach through efficient programmatic buying

• Create net-new audiences for future remarketing and acquisition

• Tailor messaging with a variety of creatives per product line

Targeting Strategy

Using Google Display & Video 360, we deployed a geo-location-based strategy, focusing on Nigeria’s major urban hubs including Lagos, Abuja, and Port Harcourt.

We layered this with interest and intent signals to reach:

• First-time banking service seekers

• Tech-savvy professionals and mobile-first users

• Consumers exploring savings, loans, or digital onboarding

Creative Approach

Each banking product (personal savings, loans, digital onboarding, business accounts) was supported by tailored creatives, including:

• Responsive display banners

• HTML5 Banners

• Product-specific CTAs for awareness and discovery

Creative variants were tested for performance and adapted mid-flight for optimization.

Results & Impact

• Reached 4.2 million unique users across Nigeria over the 3-month campaign

• Averaged ~1.4 million unique users per month

• Delivered 19.3 million impressions with a frequency cap of 3-4

• 82% of impressions served in Lagos, Abuja, and Port Harcourt

• 67% of users reached were new-to-brand audiences, based on pixel-based tracking

• Generated new remarketing lists to support upcoming product and acquisition campaigns

• Established a scalable, measurable media model for continued digital growth