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Paid Media Tactics Guide
Not sure what Addressable STV or Geofencing means? This plain-language guide explains every tactic we use — what it is, how it works, and where your ads appear.
Mills Marketing Insights
Financial industry trends, campaign best practices, and strategic thinking from our team — written for bank marketers!
Your Account Team:
How to read this guide: Each tactic represents a distinct way your ads are delivered to potential customers. Many campaigns use several tactics at once — each plays a different role in reaching and engaging your audience across the customer journey.
Social & Paid Social
Meta Social
Paid advertising on Facebook and Instagram. Ads appear in feeds, Stories, Reels, and the Audience Network. Meta's targeting uses demographic, behavioral, and interest data to reach specific audiences — including people who look like your existing customers.
Appears on: Facebook Feed, Instagram Feed, Instagram Stories, Instagram Reels, Facebook Marketplace
LinkedIn Social
Paid advertising on LinkedIn, the professional social network. Ideal for reaching business decision-makers, executives, and professionals by job title, industry, company size, or seniority. Particularly effective for business banking and treasury products.
Appears on: LinkedIn Feed, LinkedIn Messaging (InMail), LinkedIn Audience Network
TikTok Social
Short-form video ads served on TikTok, reaching a broad and highly engaged audience. Ads appear in-feed between organic content. Effective for awareness and brand recognition campaigns targeting younger demographics.
Appears on: TikTok in-feed, TikTok Audience Network
Search (SEM)
SEM / Search Search
Text ads that appear when someone searches for specific keywords on Google or Bing. You only pay when someone clicks. Search ads capture high-intent audiences — people who are actively looking for what you offer, like "banks near me" or "business checking account."
Appears on: Google Search results, Bing Search results, Google Search partner sites
Spark (Google Performance Max) Search + Display
Google's AI-driven campaign type that automatically shows ads across all of Google's channels — Search, Display, YouTube, Gmail, and Maps — using machine learning to find the best placements and audiences. One campaign, maximum reach. Called "Spark" in the TSI platform.
Appears on: Google Search, YouTube, Google Display Network, Gmail, Google Maps, Google Discover
Connected TV & Streaming Video
Premium STV / Addressable STV Streaming TV
Video ads delivered on streaming TV platforms — the same quality as traditional TV commercials, but targeted precisely to specific households or audience segments rather than broad demographics. "Addressable" means your ad only runs for households that match your targeting criteria, reducing waste.
Appears on: Hulu, ESPN+, Disney+, Peacock, Paramount+, Max (HBO Max), YouTube TV, Fubo, Sling
YouTube TV Streaming TV
Pre-roll and mid-roll video ads delivered specifically on YouTube TV, Google's live TV streaming service. Reaches cord-cutters and streaming-first households watching live sports, news, and primetime programming.
Appears on: YouTube TV app (live and on-demand)
Hulu Streaming TV
Video ads served exclusively within Hulu's streaming environment, including live TV and on-demand content. Hulu offers precise audience targeting layered on top of premium TV-quality content.
Appears on: Hulu (ad-supported tier), Hulu + Live TV
ESPN Streaming TV
Video ads delivered within ESPN's streaming content — live sports, SportsCenter, and ESPN+ original programming. Reaches sports fans and a predominantly male 18–49 demographic.
Appears on: ESPN app, ESPN+
Disney+ Streaming TV
Video ads served on Disney's streaming platform. Reaches family-oriented households and a broad age range through Disney, Pixar, Marvel, Star Wars, and National Geographic content.
Appears on: Disney+ (ad-supported tier)
Peacock Streaming TV
Video ads delivered on NBCUniversal's streaming platform. Reaches viewers of NBC programming, live sports (NFL, Premier League), and original Peacock series.
Appears on: Peacock (ad-supported tiers)
Paramount+ Streaming TV
Video ads served on Paramount's streaming platform, home to CBS, MTV, Nickelodeon, BET, and Comedy Central content. Broad demographic reach with strong sports and news programming.
Appears on: Paramount+ (Essential tier with ads)
Max Streaming TV
Video ads served on Warner Bros. Discovery's streaming platform. Reaches viewers of HBO, CNN, TNT, TBS, and Warner Bros. film content — typically a premium, affluent audience.
Appears on: Max (ad-supported tier)
Display & Programmatic
Addressable Display Display
Banner and image ads shown on websites across the internet, targeted to specific audience segments based on demographics, interests, or behavioral data. "Addressable" means ads are served to specific people, not just specific websites — so your ad follows the right audience wherever they browse.
Appears on: News sites, blogs, lifestyle content, app websites — any site in the programmatic ad network
Run of Network (RON) Display
Display ads distributed broadly across an ad network's full inventory without specific site targeting. Prioritizes reach and volume at an efficient cost. Best for building broad awareness across a large audience.
Appears on: Thousands of websites across the ad network's full inventory
Advanced Audience Targeting Display
Display ads enhanced with layered audience data — combining first-party data, third-party data segments, and behavioral signals to reach highly specific audience profiles. More precise than standard display, with better relevance and typically higher engagement.
Examples of targeting layers: In-market for financial services, homeowners in specific ZIP codes, small business owners
Geofencing Display
Ads served to mobile devices that have entered a specific physical location — like a competitor's branch, a business district, or a new neighborhood. When someone walks into the defined area, their device becomes eligible to receive your ad for a set period afterward.
Use cases: Targeting competitor bank customers, reaching visitors to new development areas, event-based targeting
Retargeting Display
Ads shown to people who have previously visited your website or interacted with your brand. A pixel or tag tracks site visitors, then serves them relevant ads as they browse other sites — reminding them of what they viewed and encouraging them to come back and convert.
Typical audience: Website visitors who didn't complete an application, people who viewed a specific product page
Awareness Display / Social
Campaigns optimized for maximum reach and brand visibility rather than immediate clicks or conversions. Awareness placements prioritize showing your ad to as many relevant people as possible — building recognition and familiarity with your brand over time.
Best for: New branch openings, brand campaigns, reaching new markets
CPV (Cost Per View) Video
Video ad placements where you pay based on views rather than clicks or impressions. Typically used for pre-roll or in-stream video content outside of traditional streaming TV environments. Optimized for video completion and view-through rates.
Appears on: Video content sites, YouTube pre-roll (non-TV), in-app video
Mills Marketing · Paid Media Tactics Reference · Updated July 2026
Questions? Contact your Mills Marketing account team.