LSEG (London Stock Exchange Group) is a leading global financial markets infrastructure and data provider with a worldwide presence in over 170 countries. They help more than 40,000 customers fund innovation, manage risk and create jobs by partnering at every point in the trade lifecycle - in data and analytics; indices; capital formation; and trade execution, clearing and risk management - and across multiple asset classes.
Objective
Increase reach and engagement
LSEG wanted to reinforce its market positioning and brand perception following multiple acquisitions, which expanded its offerings. The primary objective was to generate wider reach and engagement through an educational campaign, leveraging video content to tell the story, with a focus on maximizing video completion rates for the greatest impact.
Approach
Define the strategy
LSEG integrated CTV into their first ever global multi-channel campaign to increase reach and engagement with key decision makers in a new, immersive format. Through a fun and engaging, “eye-catching” video commercial, LSEG was able to widen reach with key decision makers, while growing trust and engagement at optimal frequencies.
Success Factors
Diverse formats and rich targeting
LinkedIn's stack of video solutions helped LSEG deliver their message to their audience across multiple surfaces, leveraging LinkedIn's professional graph to target their audience by Industry, Seniority and Job Title. By combining accurate targeting with a diverse mix of video solutions including LinkedIn CTV, LinkedIn Audience Network and in-feed video ads, LSEG's campaign was sure to be seen by their audience on mobile, desktop and TV.
Results
Unprecedented pipeline growth
The campaign successfully leveraged CTV as a strategic placement, driving improved brand perception, higher video completion rates, and incremental reach among the target audience at a lower cost per full video completion.
Rob Coble
Head of Social
London Stock Exchange Group
London Stock Exchange Group