Financial services companies must evolve their marketing strategies in order to stay in front of their core audience. As competition increases and technology changes, there are new challenges they must overcome. Consumers don't always want technology to replace traditional providers. While many transactional services have migrated to digital channels, a report found that seven out of ten executives still prefer physical branches. A national financial services company overcame these challenges with a digital advertising strategy that leveraged private marketplace (PMP) deals to drive brand awareness and visitors to their physical locations.