How Competitors Invest in Media

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Of the niche players, only three brands are included in Mediascope's reports, and only one of them has a suggested knowledge level above zero - 1.1%. It is the client's key competitor.

Investments in media are growing in response to market and segment growth. The Internet is the key media for investments in the category: niche banks use all available types of direct placements, which allows them to work with demand at different stages. However, the key competitor we have been targeting since 2023 has chosen an offline-first approach and invested more than 70% of its budget in TV, radio and outdoor advertising.

In 2023, our main competitor chose an offline-first approach, having previously invested almost the entire budget in digital. At the same time, the bank spends 88% of its budget in the category.

Differentiation from competitors through creativity and lebanon telegram data communication: there is free territory

Online banking: how to enter a new category on a budget. Ingate Performance case study - image 4
There are four notable players in the SME banking niche, each of which communicates +/- in its own territory

Our main competitor is the undisputed leader, including in creatives. The bank broadcasts the mission, values ​​and ambitions of entrepreneurs to change the world. Competitor 2 is actively increasing its market share, emphasizing its reliability. Competitor 3 builds all key messages around benefits.

We analyzed not only the communication messages in the category, but also statements typical of entrepreneurs that reveal their values.

Online Banking: How to Enter a New Category on a Budget. Ingate Performance Case Study - Image 5
We came to the conclusion that in communications we will play on the territory of reliability, emphasizing the bank’s mission.