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CommBank Australia: How YouTube has supported CommBank Australia’s audience-first strategic shift to reach audiences of all ages
On a mission to provide banking for all Australians, CommBank Australia was seeking continued connection with their broad audience – but particularly, younger demographics.
In conversation with marketing guru Mark Ritson, CommBank Australia CMO Jo Boundy explains how their strategic shift to an ‘audience-first’ media strategy translated to showing up where their audience is going – and that’s YouTube.
In this episode of ‘The Long and The Short of It,’ Ritson and Boundy take a deep dive into how CommBank Australia’s YouTube strategy not only supported them to reach audiences of all ages at scale in the long term, but drove consideration in the short term. Watch how CommBank put YouTube’s multiformat and targeting solutions to the test – and proved that breaking channel tradition can lead to big brand growth.
