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Bango Audiences

Purchase behaviour pays in new AdTech messaging

Playing to win


Finding the words

AdTech company Bango had a revolutionary new product allowing advertisers to target any customer based on their previous shopping behaviours around the web. The only problem? What to call it. Using Wildfire’s messaging as a service process, Bango established a new name and new narrative for its product — Purchase Behaviour Targeting (PBT).

Turning movies into market share

Building out this concept in a series of workshops, Wildfire developed a communications strategy to take ownership of PBT. Putting the power of purchase behavior at the heart of two year-long campaigns, Wildfire introduced this new term to industry analysts, martech influencers and the press. From The Times to The Drum, PBT is now a well recognised and reported form of ad targeting — with Bango at its heart.

Wildfire created a visual story that cut through the marketing BS. Best ad I’ve ever run!

The Results




pieces of coverage


in purchase targeting