for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
When “venmoing” may be a verb, banks are hoping the ease of the Zelle customer journey will win some hearts and minds. And they’re throwing some money into marketing it to help it along.
Starting this week, Zelle will be featured in digital ads, including banners, audio and video segments, and paid placements on Facebook, Snapchat, Twitter and Instagram. According to Early Warning, the bank-owned consortium that runs the Zelle network, it’s a multi-million dollar investment in getting the name out.
“This is going to be the first time we will actually promote the Zelle product as a category,” said Rose Corvo, chief administrative officer at Early Warning. “The competition is cash and check; we’re helping consumers understand that there’s an alternative that’s fast, safe and easy.”
Sites featuring the Zelle ads will include Hulu, Vevo, Buzzfeed, Vox, Youtube and Pandora. While the ad push will begin as a digital-only effort for the remainder of the year, from January 2018 onwards, Zelle ads will find their way into print media, broadcast, out of home and sponsorships in 14 markets across the U.S. At that time, Zelle will also use a notable spokesperson as its brand ambassador — Hamilton actor Daveed Diggs.
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