The Challenge

A large payment provider, working with WPP, aimed to increase usage among consumers already engaged in competitors’ BNPL checkout experiences. They needed to efficiently reach high-value audiences who were active in online payments and open to new payment solutions.

The Solution

The initiative leveraged Dynata’s syndicated audiences, all newly built using Dynata’s first-party survey data, audience attributes, and in-house data science expertise. Dynata’s audiences are powered by opted-in data from real people in Dynata’s global panel, ensuring accuracy, reliability, and the ability to precisely reach consumers most likely to adopt and repeatedly use the client’s BNPL offering.

Due to Dynata’s existing integration with The Trade Desk and DV360, activation was seamless, enabling the audiences to be quickly deployed at scale.

Activated Segments

While multiple audience segments were used, most impressions were concentrated in:

Dynata > Financial Services & Investing > Uses Online Payment Services
Dynata > Financial Services & Investing > Owns or Has Interest for Cash Back Credit Cards

Additional targeted segments included:

Dynata > Financial Services & Investing > Uses Buy Now Pay Later Services
Dynata > Financial Services & Investing > Uses Klarna
Dynata > Financial Services & Investing > Uses Afterpay

The Impact

The campaign significantly outperformed the client’s app acquisition benchmarks in platforms like The Trade Desk and DV360, lowering the “Signup Complete” cost per acquisition (CPA) by 63% compared to alternative targeting methods:

Dynata CPA: $20.47 Alternative Data Source CPA: $55.89

By combining precise audience building with programmatic activation, Dynata helped the client efficiently engage competitors’ BNPL users and deliver superior acquisition results —outperforming other audiences, including Google’s off the shelf audiences. The success highlights the advantage of using audience data sourced directly from real people.