IG

Overview

IG is the world’s top provider of CFDs and spread betting and a global leader in forex. With its “In the market for more” campaign, the financial services company sought to generate awareness and engagement and drive brand favourability and consideration among target audiences.

IG partnered with VDX.tv on a high-impact campaign and interactive video ad units that would invite in-market audiences to learn more about IG and its services. A brand lift study with Cint was conducted to assess the effectiveness of the ads on measures like brand favourability, consideration and intent.

Campaign Details

VDX.tv developed a series of video ad units that would optimally showcase the IG brand and “In the market for more” messaging across CTV, OTT, desktop and mobile placements. The foundation of each ad unit comprised of IG’s compelling video creative against a custom branded canvas. Interaction was introduced within the CTV unit through a QR code users could scan to learn more, while two interactive tabs were included in the desktop and mobile units, enabling consumers to browse through educational info galleries. A responsible targeting approach based on audience interests, behaviours and channels ensured that ads were targeted to users only deemed appropriate to use IG’s products and services. VDX.tv’s TV Magnify and Video Magnify solutions were used to deliver the ads in a way that would drive attention through high-impact CTV and OTT placements, and further amplify video messaging through interactive experiences on desktop and mobile.

Creative Features

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Brand Lift Study

The Cint brand lift study that was conducted during the IG campaign specifically focused on finance-savvy individuals, aged 25-65, who trade stocks or other securities online or through a mobile app. The survey-based study (400 respondents) compared responses from a control group (not shown VDX ad) versus an exposed group (shown the VDX ad), to measure changes in brand favorability, consideration, and intent after VDX ad exposure. Respondents were asked questions like, “Thinking about your own trading needs, what is your overall opinion of IG?” and ” Which of these brands would you consider using for CFDs, stocks and share dealing and spread betting in the future?” Respondents were also asked to provide their opinion on statements about IG.

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*Validated by Cint