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Charles Schwab significantly increases tablet ad budget to drive investments

The mobile ads are appearing in Yahoo Finance, Bloomberg and The Wall Street Journal tablet apps. Charles Schwab’s tablet strategy is part of a broader multichannel campaign that is also running across television and online, as well as a rebranding effort that includes a new updated logo.

“People are increasingly using mobile devices – in addition to more traditional channels such as TV, print and online – to stay engaged in the world around them, so it makes sense for us to have a presence there,” said Alison Wertheim, spokeswoman for Charles Schwab.

“Tablet is not a new space for Schwab, we’ve seen success with the medium for some time now, but with the new ‘Own Your Tomorrow’ campaign we’ve significantly increased our presence,” she said.

“We find tablet to be a particularly rich environment for us to connect with our clients and prospects. With this campaign, we see tablet as one of our primary vehicles to drive awareness around Schwab.”

Engaged investors
The new campaign, titled “Own Your Tomorrow,” focuses on the idea of engagement in life and in investing and depicts investors taking an active part in their day-to-day lives as they work late, speak up in town halls and spend time with their families.

The campaign also depicts Charles Schwab financial consultants as willing to roll up their sleeves and work closely with them.

The effort is in response to how, after a decade of challenging times for investors, more consumers are becoming engaged with their money, while others are looking for ways to be more engaged, but have not found the right financial professional.

The digital ad units include homepage takeovers, pre-roll and rich media.

TV ads are running on all major networks and appear in a variety of shows including Mad Men, 60 Minutes and sports events.

A learning experience
The campaign was launched with a letter from the company’s founder and chairman Charles R. Schwab that appeared in The Wall Street Journal and The New York Times.

New ads will continue to appear throughout the summer and into the fall of 2013. Agency Crispin, Porter + Bogusky developed the campaign.

“We’re launching with a series of executions featuring our founder Chuck Schwab’s point of view on investing that also includes our launch TV spot,” Ms. Wertheim said. “Users can opt to watch the video or click through to our landing experience where they can learn more about Schwab.

“People are consuming more content via mobile — both phone and tablet. Mobile content and mobile advertising are important areas for Schwab and we intend to learn and potentially expand over the near and long-term,” she said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York