<p>An NYSE is seen over the trading floor of the New York Stock Exchange, October 3, 2008. …You might not think that a 219-year-old stock exchange founded under a buttonwood tree is a leading venue for technology companies. But the New York Stock Exchange is, attracting digital performers such as LinkedIn, IMAX, Demand Media and Pandora.
The NYSE is a new home for technology leaders, and recently it made sure that people were aware of this through a tech-savvy Yahoo! Mobile campaign.
The Challenge
The proof is in the metrics. It’s one thing to say you’re a high-tech listings leader, but how do you show it? How do you get both established and emerging technology companies to engage with your brand and join your exchange?
You start by celebrating your cutting-edge digital technology clients’ successes, and you do it using the two leading digital mediums for technology marketing today: mobile and social. This is where the NYSE’s most valuable potential customers, such as venture capitalists, investment bankers, private equity investors and C-suite execs, do business and spend time online today.
“We recognize the power of mobile, especially among today’s always-on-the-go business leaders,” says Chandra Keyser, NYSE Director of Global Marketing and Branding. “In fact, we’ve done more mobile this year than in the last three years combined.”
The Solution
To help communicate the story, the marketers at the NYSE turned to Yahoo! Mobile Media Contacts, and its mobile creative agency, Mobext, for a solution that was simple, yet so thorough that it is positively elegant. Using Yahoo!’s unique behavioral targeting technology, NYSE was able to serve mobile ads to those most likely to engage, including:
- Venture capitalists
- Investment bankers
- Private equity professionals
- C-Suite executives
To get Yahoo! Mobile users to “like” NYSE on the company’s Facebook page, they were served up creative with the message and call-to-action: “Going Big Time Means Going Big Board. Like us on Facebook.”
To get Yahoo! Mobile users to “follow” NYSE on the company’s Twitter page, they were served up creative with the message and call-to-action: “The Big (Digital) Board. Follow the Big Board.”Brand Video WAP Site
To get Yahoo! Mobile users to engage with the NYSE’s WAP (Wireless Application Protocol) site--where they could watch videos to hear from CEOs of NYSE’s recent tech IPOs--they were served up creative with one of two messages: “More Like the Silicon Valley Stock Exchange. Hear why tech CEOs chose us” and “Digital Digs the Big Board: View Recent Tech IPOs.”The Results
Using industry standard banner click rates,* the CTR for this campaign was about 50% greater than a standard mobile campaign. But clicks aren’t everything. What counts are the right clicks, from the right people.
“One of the great things about mobile is its efficiency,” says Keyser. “And our Yahoo! Mobile campaign helped us reach our target audience where they lived at scale.”
By using Yahoo!’s behavioral targeting technology, NYSE was able to greatly increase its fan-base among the finance-savvy in social media, increasing Facebook “Likes” by 92% and Twitter followers by 13%.“A lot of factors went into why we chose Yahoo! Mobile,” says Keyser. “We chose Yahoo! based on 2010 campaign metrics, and it was one of the top performers.”
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About NYSE
NYSE Euronext (NYX) is a leading global operator of financial markets and provider of innovative trading technologies. The company's exchanges in Europe and the United States trade equities, futures, options, fixed-income and exchange-traded products. With approximately 8,000 listed issues, NYSE Euronext's equities markets represent one-third of the world's equities trading.
About Mobext
Mobext is the mobile marketing network of Havas Digital, which manages all of Havas Media's interactive companies. Mobext was launched in 2007 as the first agency and strategic consulting company to offer specialized services within the international mobile marketing arena. In 2011, Mobext US was named Best Mobile Agency by leading digital marketing publication, Digiday.
* Source: MediaMind, “Tiny Screen, Huge Results: Maximizing Mobile Advertising Performance,” July 5, 2011
