Optimizing Fintech Media Buying: How XMP Drives Success

Discover the powerful partnership between iLana and XMP in fintech media buying, and learn about XMP's innovative solutions for reducing data integration and statistical work. Explore more excellent practices of XMP in advertising optimization and multi-channel campaign automation.

The fintech industry has flourished in recent years. The category — which includes payment, investment, and banking apps — has seen a vast increase in use due to digital transformation accelerated by the pandemic. The surge in downloads following 2020 has led to a boom in the fintech sector, with the anticipated number of new app downloads nearing three billion in 2023.

The growth of fintech apps will also make fintech a key player in user acquisition for apps of all kinds. The category is expected to take a global ad spend share of over $4 billion in the next year. In this context, XMP is an essential tool for fintech developers looking to optimize their media buying strategies.

However, developers in the fintech sector frequently encounter stringent advertising rules. To address these issues, fintech app developer iLana , recently integrated XMP 's cross-channel intelligent media buying platform, allowing them to effectively manage, monitor and optimize their campaigns across Meta, Google, TikTok, and Kwai.

By utilizing XMP's multi-channel campaign automation, creative insights, and data analysis, iLana was able to build a growth strategy for markets such as India, Indonesia, Nepal, Pakistan, Mexico, and Peru that resulted in a 40% increase in return on advertising spend (ROAS).

"Given the number of products and regions we advertise to, building ads can be a tedious process. XMP has helped us streamline our global ad campaign strategy." - iLana.

Fintech advertising copy and creative typically undergo rigorous examination, with the need for legal compliance playing a significant role. Additionally, there are stringent localization requirements, especially in Southeast Asian regions. Here, a deep understanding of local culture and religion is crucial.

XMP provided a solution to these issues and helped reduce advertising costs by allowing iLana to create several campaigns at once. iLana leveraged XMP's batch creation feature to simultaneously generate 10 different campaigns spanning various countries, publishers, and targeting settings. Ordinarily, this would require the creation of individual ads for each specific location, bid level, and material. However, with XMP, all ads can be generated simultaneously and matched to the appropriate campaigns, resulting in a time saving of nearly 70% compared to manually creating individual ads.

iLana also streamlined the ad creation process by setting up intelligent templates. These enabled teams to repurpose ads across different accounts and distribute them among various internal departments.

The challenge of managing ad materials and data across various social media advertising platforms often results in disorganization, hampering the development of effective advertising strategies.

To address this, iLana adopted the use of XMP's enterprise material library feature. This feature allows designers to upload ad materials in bulk, creating a centralized hub for all advertising content.

On top of that, XMP provides multifaceted reporting. It offers insights at both the campaign and creative levels, gathering data from a multitude of channels. Key metrics such as automatic scoring, ROAS, customer retention, and LTV can be viewed and analyzed on a unified dashboard.

Prior to using XMP, iLana's advertising team was struggling with scattered materials and data distributed across various spreadsheets and media backends. With the introduction of XMP, the data can now be consolidated and presented in report form, facilitating the building of a systematic material knowledge base.

Moreover, XMP offers various data visualization tools. This feature empowers optimization specialists and designers to analyze material performance visually, paving the way for a more intuitive approach to ad performance analysis.

Expanding the user base and boosting revenue through ad delivery is a common strategy among developers. However, user acquisition and monetization data often exist in isolation, leading to incomplete analyses and challenges in assessing the effectiveness of these efforts. Thus, creating a unified system for the delivery and monetization of data poses another significant challenge for fintech app developers.

"There was an immense benefit of being able to connect global media, MMPs, and monetization platforms. This connectivity played a crucial role in developing a system that utilized monetization data for optimizing delivery, and ultimately, it helped simplify the data chain." - iLana's Head of UA.

By employing XMP to connect media and MMP data, the burden of data integration and statistical work can be significantly reduced. This creates a system where iLana's UA team can directly manage advertising optimization tasks within XMP, such as enabling/disabling ads and adjusting budgets and bids.

XMP is a one-stop cross-channel intelligent media buying platform dedicated to improving the efficiency and effectiveness of advertisers. It integrates global top media, SDK Ad Networks, and mobile measurement partners and enables advertisers to manage their advertising campaigns, creatives, and data across multiple channels all in one platform. Contact the XMP team today to start your journey to success!