Case Study

Buyer Direct consolidates direct IO buys and delivers 37% incremental reach for Standard Chartered

Tags
Google Ad Manager

Dentsu SG partnered with Standard Chartered to unlock incremental awareness and reach for its global brand campaign on digital platforms.

The challenge

Standard Chartered aimed to expand its audience footprint by driving incremental traffic and reach through access to new premium publishers and frequency management.

The approach

Dentsu SG and Standard Chartered used Buyer Direct to consolidate traditional reservation publisher buys within a single campaign. By breaking down siloed buying structures, Buyer Direct used real-time insights to manage cross-publisher frequency, optimize reach, and drive incremental audience growth while improving cost-efficiency.

The results

  • 37%
    incremental reach uplift1
  • 54%
    lower Cost Per Reach2

Google Buyer Direct has simplified how we activate premium publisher inventory, improving operational efficiency while helping us achieve broader reach across affluent audiences.

— Phil Taylor, Global Head, Brand & Insights, Standard Chartered

Reaching our affluent clients in the right premium environments is core to how we build Standard Chartered's brand. Buyer Direct gives us a smarter, more efficient way to do it—combining AI optimisation with centralised buying and reporting, so we deliver quality reach without the operational drag.

— Sumeet Parab, Client President, dentsu Singapore

  1. Buyer Direct reporting.

  2. Comparing Buyer Direct reporting vs. publisher provided results for Direct IO. Individual results may vary.

You might also like:

See all success stories