livi Bank and iProspect HK launch Youtube audio ads to sync with streaming behaviours

Virtual bank livi Bank has partnered with iProspect Hong Kong to launch four sets of audio ads on Youtube to grow with new streaming behaviours.

According to consumer insights conducted by Google, 63% of consumers spend the most time listening to music digitally on Youtube, and 81% of the measured campaigns have proven to lift brand awareness when launched in Youtube Music.

Youtube thus reacted swiftly to support users who are opting for audio-based experiences, including music lineups expansion for audios, podcast targeting. In response, instead of investing solely in mass video, livi Paylater, launched by livi Bank, has refined its marketing strategy to launch four sets of audio ads targeting different consumers’ interest points, including home moving, luxury, gadget and travel. 

The video ads feature local pop singer Jay Fung as the narrator, who has given the audios a great deal of relevancy and familiarity for his listeners.

The ads have accumulated 130% total impressions on top of standard video buy, 82% completion rate of audio ads and created an ad-recall for audiences and over 100% relative search lift on the “livi bank” search term, according to the release.

Eric Lin, CMO of livi Bank, said: “livi Paylater enables a smarter way of spending that allows customers to have greater control of their spending and create the financial flexibility to help them to live life to the full. Whether it is for those just released trainers, furniture for a first flat, a gift for a loved one, the phone upgrade, a rent deposit or the course fees for advancement, they can all benefit from livi Paylater,”

“As an innovative brand, we are always looking for new ways to engage our customers and create meaningful relationship with them,” Lin added.

“This is definitely an insight-driven media breakthrough and we’re glad that it brings incremental reach on top of the standard video buys.” said Kitty Kwan, associate planning director of dentsu international Hong Kong. “Leveraging the growth of audio platforms, we believe audio ads are one of the great potential formats to reach out proactively to our target audiences under a fragmented media landscape.”

“Based on the audiences’ insight report powered by dentsu’s proprietary tool, the target audiences of livi PayLater are fashionistas, digital savvy and pursuing quality of life, hence we transformed this insight into four sets of audios, including luxury, gadget, home-moving and travel, with merchant offer support in a personalised approach,” Kwan added.

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