We believe that social advertising should be just as accountable as search, shopping or display.

Paid social marketing

In social contexts, international customers may not be ready to purchase or act, but are often engaged in earlier stages of their user journey and interactions with your category, product or brand. Given the vast scale of global social networks, social advertising provides significant opportunities to micro-target and personally address customers around the world via text, image or video-based advertising.

Oban’s approach begins with media planning, working with you to clarify objectives and KPIs, then detailing platform options, targeting paradigms and measurement protocols. Our international experience allows us to enrich planning with a comprehensive range of multimarket platform options, spanning global players such as Facebook, Twitter and Instagram, to more specific regional and in-market media brands such as VKontakte (Russia), WeChat (China) and Line (Japan, Thailand and Taiwan).

We deploy consistent targeting methodologies across platforms to ensure that the components of multi-threaded campaigns can be pragmatically compared, optimised and improved. If available, we can use CRM data to create audience lists and look-a-like profiles.

We’re also clear from the outset on setting clear KPIs and achievable goals, because we believe that social advertising should be just as accountable as search, shopping or display.

Good to know that we have comprehensive experience implementing social advertising across multiple platforms, markets, languages, audience segments, ad formats and creative variations – in short, we are 101% at home with even the most complex campaigns.

Our competency is based both on the skill of our ‘hub’ paid media team and on the specific capabilities of our Local In Market Expert (LIME) network. For social advertising, LIMEs allow us to hyper-localise every aspect of all in-market efforts, which (especially in a social media context) is highly significant to campaign relevance, response and results. Also, we are well versed in optimising towards ‘advocacy’ metrics such as likes, shares, comments, and can tailor your campaign trajectory towards an optimum mix of most relevant user journey metrics.

Our expertise is endorsed by accreditations and award wins; we are RAR recommended for PPC, and winners of best in class PPC awards during 2016. The majority of our PPC campaigns are international in scope, so our Local In Market Experts (LIME) network plays a key role in the optimisation process, supporting effective localisation via analysis of keyword portfolios, ad copy and landing pages

Results – INTO Education

We focused on recruiting international students to study at UK, US and Chinese universities. Our challenge was to not only drive incremental results for INTO but also to grow the share of digital as a recruitment channel with respect to direct, agent-based and traditional outreach tactics.

Good to know: We increased student applications by 180% with a 45% CPA reduction.

Also see: INTO Higher Education Partnerships

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Some of our paid media clients


Merlin Entertainments

We have worked with Merlin since 2017 on a range of SEO, Content and UX projects for their attractions, including London Eye and Madame Tussaud's, as well as providing paid media support for the launch of Legoland Japan.

bbc world service logo

BBC World Service

Oban has been working with BBC World Service for over four years. We have delivered digital campaigns across 51 markets, in 26 languages, winning awards such as Best Use of Paid Media for our work on the BBC 100 Women campaign. We now work with the BBC World Service to deliver above the line campaigns across Africa and the Middle East.

Mitsubishi Heavy Industries Logo

Mitsubishi Heavy Industries

We have been working with Mitsubishi Heavy Industries, a multinational electrical equipment and electronics company headquartered in Tokyo for over a year, promoting the brand’s thought leadership hub, Spectra. Initially working on paid media campaigns in Europe, we have recently expanded the scope of our work to cover North America.

Denby Logo


Denby Pottery Company is a British manufacturer of beautiful tableware. Oban provided Denby with technical SEO consultancy on a critical e-commerce multi-platform migration, and we now execute highly targeted, results-driven paid media campaigns across multiple brands and international markets.

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