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.
-
Two years in, Bose’s first CMO outlines his plan for the brand
It took a minute, but Bose is enjoying the benefits of having a CMO for the first time.
-
As America returns to the office, Xerox returns to advertising
As the next generation enters the workforce, Xerox tailors its ad strategy to them.
-
Marketing Briefing: As Pride approaches, marketers should be ‘truly invested’ as marketing backlash continues
Marketers and agency execs say that this current moment will likely make clear the brands that are truly committed to supporting the LGBTQIA+ community and those that had simply made Pride an annual marketing moment.
-
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
-
Why Airbnb’s global head of marketing says in-housing agency critique is a fallacy
As the in-housing agency trend continues, Digiday talks to Airbnb about its strategy.
-
Gaming industry execs chime in on changing consumer habits and the the rise of AI in Q1 2023
The gaming industry's ascendance was checked in the first quarter of 2023, as brands and consumers decreased their spending in the sector in anticipation of a mounting recession.
