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Online Marketing Scorecard

Online Marketing Scorecard. Presented at A.M. Best Insurance Marketing & Advertising Summit. Susan Kleinman, Director comScore Insurance Solutions skleinman@comscore.com. comScore is a Global Leader in Measuring the Digital World. V0910. What We Do….

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Online Marketing Scorecard

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  1. Online Marketing Scorecard Presented at A.M. Best Insurance Marketing & Advertising Summit Susan Kleinman, Director comScore Insurance Solutions skleinman@comscore.com

  2. comScore is a Global Leader in Measuring the Digital World V0910

  3. What We Do…. We provide digital marketing intelligence that helps our customers make better-informed business decisions and implement more effective digital business strategies We measure the continuous online activity of 1 million peoplein the U.S. who have granted us explicit permission to confidentially measure their Internet usage patterns. Our consumer panel is a representative cross-section of the U.S. population, worldwide regions and individual countries We also have permission to: Survey panelists Match to third-party databases Append offline data

  4. The Trusted Source for Digital Intelligence Across Vertical Markets 9out of the top10 INVESTMENT BANKS 4out of the top4 WIRELESS CARRIERS 9out of the top10 INTERNET SERVICE PROVIDERS 47 out of the top 50 ONLINE PROPERTIES 9out of the top10 PHARMACEUTICAL COMPANIES 9out of the top10 CPG COMPANIES 45out of the top50 ADVERTISING AGENCIES 9out of the top10 CONSUMER FINANCE COMPANIES 9 out of the top10 MAJOR MEDIA COMPANIES 9 out of the top10 AUTO INSURERS V0910

  5. Online Quoting – A Flat Market

  6. Online Submitted Quotes At Insurer Sites Remained Flat Y/Y In 2010 and in 1H 2011 Y/Y % Change +0% +19% +1% +31% +16% +20% +7% +10% +13% -1% +24% +21% +3% -3% +28% +1% +9% +28% +44%

  7. Online Display Advertising – An Exploding Market

  8. Top Overall Display Advertisers of 2010 *Based on images that are IAB standard size or served on a known ad network. Experian is inclusive of Classes USA, LowerMyBills, ConsumerInfo/FreeCreditScore, FreeCreditReport.com

  9. Top Financial Services Display Advertisers of 2010 *Based on images that are IAB standard size or served on a known ad network. LowerMyBills is part of Experian. FreeScore.com is part of Privacy Matters 1-2-3.

  10. Top Display Ad Creative Images (Actual Size) #1 #2 #3 Not all ads are created equal! It is important to know what ads your competitors are running and where the ads are running *Based on images that are IAB standard size or served on a known ad network.

  11. December Creative Summary Scottrade Progressive *Based on images that are IAB standard size or served on a known ad network.

  12. Keep in mind frequency – the same number of impressions may be reaching very different numbers of people.

  13. Growth In Financial Services Advertising – P&C Insurance +65% Y/Y Progressive not included.

  14. Progressive Runs By Far The Most Display Ad Impressions Total Online P&C Insurance Display Ad Impressions (in Millions)

  15. Growth In Financial Services Advertising – P&C Insurance +44% Jan-Sep Progressive not included.

  16. Growth In Financial Services Advertising – P&C InsuranceIncluding Progressive +38% Jan-Sep

  17. Online P&C Insurance Display Ad Creative Examples

  18. MetLife Was the Only Insurer to Advertise Online for its Life Insurance Products at a Significant Level in 2010 Total Life Insurance Online Display Ad Impressions 2010 (in Billions) Source: comScore Ad Metrix

  19. Should I be spending more in display? How do I know if it works?

  20. How do I measure the effectiveness of and optimize my insurance display ad campaign? Campaign Delivery Verification and Audience Measurement Verify: Were the ads viewable in a brand-safe environment? Measure: Who saw the campaign? Optimize: Which publishers are hitting my target best? Behavioral Measurement Not clicks! Measure latent impacts on behavior Attitudinal Measurement Measure awareness, favorability, intent, and other attitudinal metrics Creative Testing Know before an ad ever runs whether it will be successful

  21. A rare but impactful example – a financial services company had hundreds of millions of impressions run outside the U.S. I’m not saying this will happen to you – it likely won’t. But would you know if it did? I think insurance on your display ads is a good investment. Overall Publisher A

  22. Finally, don’t forget search.

  23. Progressive And GEICO Receive The Highest Number Of Overall Search Clicks, As Well As Paid And Natural Clicks Total Search Clicks On Any Term Including ‘Auto Insurance’ Or ‘Car Insurance’ 2nd Half Of 2010 (In Thousands) By Site 953 831 430 401 396 324 314 234 235 210 214 178 179 155 123 115

  24. Questions?Thank You! Susan Kleinman, skleinman@comscore.com | 212-497-1783

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