CASE STUDY | BRANDS AND AGENCIES
OpenX Boosts Familiarity And Favorability In A Competitive Business Banking Environment For NatWest
Openx product
OpenXSelect
Partner
NatWest
KPI
Brand Lift
Challenge
NatWest needed to reach a specific, hard-to-find audience: small business owners and decision-makers across England and Wales. The brief had two parts, delivered through video: build awareness for NatWest Business Bank accounts, and introduce Mettle, its app for new business owners.
Solution
NatWest’s agency, Initiative, teamed up with OpenX on a video-led programmatic campaign built on three pillars: precise data, premium supply, and rigorous measurement. Through OpenXSelect™, the team ingested Acxiom data directly, unlocking postcode-level targeting across industry-heavy regions to reach the right B2B audience efficiently, with no wasted spend.
Quality scoring kept delivery focused on premium, brand-safe inventory from start to finish. To go beyond delivery metrics, NatWest also commissioned two brand lift studies (one for Mettle, one for NatWest) to measure real impact on perception, not just reach.
The Results
- +23% in prompted brand awareness for primary decision makers or contributors
- +25% Lift in brand favourability and consideration for NatWest amongst A35+
- +21% Uplift in brand trust for A35+
- 72% Positive reception and strong action rates amongst those actively in-market for business accounts (58.4% benchmark)
Success In Numbers
in prompted brand awareness for primary decision makers or contributors
Lift in brand favourability and consideration for NatWest amongst A35+
Uplift in brand trust for A35+
Positive reception and strong action rates amongst those actively in-market for business accounts (58.4% benchmark)
“This campaign shows how precision data, premium supply and strong measurement work together to deliver real brand impact. Partnering with OpenX meant we could activate efficiently at the supply side while still achieving strong brand lift across key business audiences”
