Case study: CMC Markets

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About CMC Markets

CMC Markets is a leading global financial spread betting and contracts for difference (CFD) provider. Established in 1989, headquartered in London and listed on the London Stock Exchange, it also has offices in many of the world’s financial centres.






Financial Services


CMC Markets was established in 1989 and is now one of the world’s leading online financial trading providers. The company offers a web-based trading platform and native mobile apps, enabling clients to trade on over 10,000 financial instruments across shares, indices, foreign currencies, commodities and treasuries through contracts for difference “CFDs” and financial spread bets (in the UK and Ireland only). Their innovative and customer-centric approach has seen them win over 50 industry awards globally in the past two years (2016-17).

Challenges faced

For CMC Markets the challenge was getting its online display advertising out of the door quickly and in multiple languages. Related to this was an urgent need to relay topical, tactical messages. There was also a necessity to review metrics like CTRs, then feed this data back into banner designs.

“To design banner sets of several sizes, multiplied by several messages, would previously have taken a couple of days' work. The same quantity of banners can now be produced in a matter of a few hours”

Why Bannerflow?

For Senior Designer James Flood, one of the main benefits of using Bannerflow is efficiency.

CMC Markets also appreciated how Bannerflow allowed designers without any coding experience to produce HTML5 banners, while the ability to create custom widgets, they felt, added eye-catching details to banners in what can be a saturated digital landscape.

From an accessibility perspective, Bannerflow’s single banner hub makes it easy to share creative, while agency integration is simply the icing on the cake. Bannerflow’s unique ad server tag integration allows changes to be made quickly, so that CMC Markets’ topical messages can be relayed at the push of a button.

A global benefit

Bannerflow has been essential in helping CMC Markets to work globally. With numerous regional offices around the world, using Bannerflow has allowed easy collaboration between in-house teams and third parties. Issues of design, and other production choices, are reviewed effortlessly via the public showcase; which has proved an excellent way of sharing feedback among stakeholders. Through using Bannerflow’s intuitive features, CMC Markets has achieved greater banner management at a truly global level.

To sum up

Bannerflow has allowed CMC Markets to embrace real-time updates across the web. With Head of Display Allan Sheriff noting: “Topical messaging tends to improve conversion rates and now that we’re able to do this more often, we’re seeing increases in post-click conversions of around 23%”. Combined with Bannerflow’s excellent customer support and drive to improve, CMC Markets has picked a winner.

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