Financial Services Webinar - Feb 2011

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February 15, 2011

Display Advertising Trends in the Financial ServicesIndustry

Susan Engleson Kleinman, Director



2 © comScore, Inc. Proprietary.

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Agenda

Top financial services display advertisers in 2010

Growth in financial services display advertising

New techniques in campaign optimization

Measuring the effectiveness of financial services campaigns




Top Display Advertisers in 2010

Overall and in Financial Services




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

26,991

29,643

30,196

30,202

30,592

36,828

53,995

59,014

66,683

94,096

0 50,000 100,000

Apollo Group

Netflix, Inc.

Sprint Nextel

Progressive

IAC - InterActiveCorp

eBay, Inc.

Experian Interactive

Scottrade, Inc.

Verizon

AT&T Inc.

Top Display Advertisers in 2010

Impressions in 2010(Millions)




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.

9,504

10,228

10,567

10,728

13,682

14,56317,287

20,557

30,202

59,014

0 50,000

Equifax

LendingTree

ING Group

Allstate

American Express

Intuit / TurboTaxFreeScore.com

LowerMyBills

Progressive

Scottrade

Top Financial Services Display Advertisers in 2010

Impressions in 2010

(Millions)




Top Display Ad Creative Images (Actual Size)

Not all ads are created equal!

It is important to know what ads your competitors are running and wherethe ads are running


#1

#2

#3




December Creative Summary

Scottrade Progressive





Another key variable is frequency – the same number of impressionsmay be reaching very different numbers of people.

34.3

24.8 24.0

17.3

14.5 12.3 12.3 12.3 11.6 10.7 9.1 7.6 7.15.1

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

Average Frequency in December 2010



10 © comScore, Inc. Proprietary. *Based on images that are IAB standard size or served on a known ad network.

Growth In Financial Services Display Advertising




Growth In Financial Services Advertising – Investments/Brokerage

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

Impressions for Investment/Brokerage Companies

SchwabVanguard Group

TD Ameritrade

E*Trade

Fidelity

Scottrade not included. Based on images that are IAB standard size or served on aknown ad network.

+143%Y/Y




Top Publishers for Investments/Brokerage Ads

0.0

10.0

20.0

30.0

40.050.0

60.0

70.0

80.0

90.0

100.0

% of Investments/Brokerage Ads with Top

Publishers in 2010

New York Times Digital

Google Sites

TheStreet.com Sites

Dow Jones & CompanyTurner Digital

AOL, Inc.

Microsoft Sites

Yahoo! Sites

Other publishers for Vanguard include Demand Media, Wikia Sites,

MediaTakeOut.com, Facebook, and Comcast. Other publishers for Schwab includeInvestors.com and Nasdaq. Fox News is a key publisher for Fidelity.




Growth In Financial Services Advertising – Banking & Credit Card

0

1,000,000

2,000,000

3,000,000

4,000,0005,000,000

6,000,000

7,000,000

8,000,000

9,000,000

Impressions for Banking & Credit Card Companies

PNC

Ally Bank

TD Bank Group

JPMorgan Chase

Discover

Citigroup

Capital One

HSBCBank of America

ING Group

American Express

Based on images that are IAB standard size or served on a known ad network.

+28% Y/Y

Amex and ING had the most ads among banking and credit card companies




Amex and ING had the most ads among banking and credit card companies,but Chase, BofA, HSBC, and Capital One all had over 5 billion impressions in2010.

13.68

10.57

6.99

6.06 5.47 5.393.45 2.97 2.87 2.60

1.48 0.93 0.78

0

2

4

6

8

10

12

14

16

Total Display Ad Impressions in 2010 (billions)

Based on images that are IAB standard size or served on a known ad network.




Over the course of the year, Chase moved towards less credit cardadvertising while Discover moved toward more credit card ads.

91%

63%

47% 46%32%

15%

4%

9%

37%

51% 52%

38% 76%87%

2% 2%

30%

9% 9%Branding

OtherProducts

CreditCardAcquisition

Display Ad Impression Distribution by Ad Content

Q1 2010 Q3 2010

98%86%

40% 38% 34% 32%21%

2%10%

55% 62%59%

61% 79%

4% 5% 7% 6% <1%




Growth In Financial Services Advertising – P&C Insurance

0

500,000

1,000,000

1,500,000

2,000,0002,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

Display Ad Impressions - Insurance

The Hartford

American Family

Nationwide

SafeAuto

Liberty Mutual

Travelers

GEICO

State Farm

Allstate

Progressive not included.

+57% Y/Y




Several life and health insurers are among the top 20 insuranceonline display advertisers.

385

411471

507

545

595

613919

1,231

1,537

2,090

0 1,000 2,000 3,000

Mercury General

AssurantUnitedHealth Group

Esurance

USAA

Amica

AetnaWellPoint

Kaiser Permanente

AccuQuote

MetLife

Additional Insurance Advertisers – 2010 Total

Impressions (millions)




New Techniques in Campaign Optimization &

Measuring the Effectiveness of Financial ServicesCampaigns




How do I measure the effectiveness of and optimize my display adcampaign?

Campaign Delivery Measurement

– Measure: Who saw the campaign?

– Optimize: Which publishers are hitting my target best?

Behavioral Measurement

– Not clicks!

– Measure latent impacts in behavior versus a matched control group

Attitudinal Measurement

– Measure awareness, favorability, intent, and other attitudinal metrics

Creative Testing

– Know before an ad ever runs whether it will be successful




Campaign Measurement & Optimization Case Study #1One Campaign, Five Publishers

Publisher #1 Publisher #2 Publisher #3

Publisher #4 Publisher #5

The performance ofpublishers #4 and #5 is

unacceptable andaction may need to betaken.




Campaign Measurement & Optimization Case Study #2One Campaign, Four Publishers

Publisher #1 Publisher #2 Publisher #3

Publisher #4

While some publishers did a great jobhitting the west coast, others did a great

job hitting the east coast. Some publishershit areas in the midwest or south that werenot the target.




The comScore Campaign Essentials Portal Provides Daily Data onYour Campaign

Campaign Essentials includes key measures, such as:

Total Campaign

Publisher

Person-levelDemographics

Reach/ Frequency

Gross Rating Points

Daily Flighting Patterns

Creative

Placement

by

Demographic

Target




Campaign Essentials Reach Profile




Campaign Essentials Reach Opportunity, Frequency Distribution, &Media Efficiency




Behavioral Measurement Case Study #1Lift in Site Visitation and Reach

Visits to Advertiser Sites per 000 Site Visitation Reach

Did the campaign drive site visitation? How long is the latent impact?




Behavioral Measurement Case Study #2Share of Visits Among Competitive Set

Did the campaign increase my share of visits?




Attitudinal MeasurementThe Challenges in Finding a Control

6962 61

54 53 49 47 46 45 43

0.010.020.0

30.040.050.060.070.080.0

% Reach of Display Advertising to the

Total Internet – December 2010

In December,

Scottrade had94% reach on

the Yahoo!Homepage and

Progressive hadover 40% reach.Amex had over50% reach onYahoo! Mail.

The people whoare not exposed

are not thesame as the

people who areexposed.

PSAs used to recruit control for research are not the sameplacements that you are buying. PSAs will generally not bebehaviorally targeted whereas ads might be very targeted.




What is Smart Control™?

Similar in design to widely-accepted Marketing Mix Models,

Smart Control™ is the industry’s first model-based approach

to measuring the effectiveness of online branding

campaigns, which eliminates the need for a control group.

The model creates a frequency responsecurve based on a variety of ad exposure

inputs. The Smart Control is derived bysetting the level of ad exposures equal to

zero in the model.




Why Smart Control™?

Money saved

Greater efficiency

More accuracy

Deeper insights

No control means…




So much effort goes into the targeting aspects of digital media…




Yet, creative – which accounts for over half of the impact of an ad –

has been largely ignored.

AdQuality

52%

MediaPlan &Weight,Price,Other48%

% Influence on Market Share ShiftsSource: Source: comScore ARS Global Validation Summary

*comScore ARS Global Validation Summary includes an evaluation of 396 TV ad campaigns,utilizing sales data from R. L. Polk New Vehicle Registration, IMS HEALTH, IRI InfoScan,Markettrack, Nielsen SCANTRACK or Nielsen Retail Index.

Regardless of the medium,

advertising’s goal is the same

Don’t get left holding the bag for

poor creative

Build aConsumer-

BrandConnection

& DriveSales

http://images.google.com/imgres?imgurl=http://www.p4c.philips.com/files/4/42pf9967d_10/42pf9967d_10_tlp_.jpg&imgrefurl=http://cgi.ebay.ch/PHILIPS-42-PF-9967-Plasma-TV-107cm-HD-ready1024-x-1024i_W0QQitemZ5803667392QQcategoryZ66188QQcmdZViewItem&h=1795&w=1795&sz=995&hl=en&start=14&tbnid=dDdV0tGk1IInwM:&tbnh=150&tbnw=150&prev=/images?q=plasma+tv&svnum=10&hl=en&lr=




1Cases drawn from comScore ARS test databases and balanced by category (n=100 for digital display ads, n=3,681 for Television Ads)

Strategic Drivers are Used at a Much Lower Rate in Digital Ads…

Digital Display Ads1

(Rich Media, Banners,Rectangles)

Television Ads1

Brand Differentiating Key Message 17% 31%

New Product/New Feature Information 19% 44%

Product Convenience (explicit & stated) 0% 9%

Competitive Comparison 10% 24%

Superiority Claim 13% 26%

Percent of Ads Containing Element




Elementspresent

…But When Used, Campaigns Are More Likely to Drive Sales

-20.6

0.06.0 7.3

21.8

31.1 32.0 33.4

48.0 48.4

75.0 75.980.0

-25

0

25

50

75

100

Percent Lift in Sales (Exposed vs. Control) for Various Campaigns

Elements notpresent

Source: comScore blinded case studies; September 2010

R li Th F ll I t Of Di it l Ad ti i Th h P t ti




Realize The Full Impact Of Digital Advertising Through Pre-testingThe Copy

Eliminate poor ads

Learn what is working to apply to future campaigns

Increase likelihood of success, particularly for high impact placements(homepage takeovers)

comScore ARS

Pioneers in ad copy-testing with more than 40 years of experience

Acquired by comScore in early 2010 to enhance digital offering

Largest repository of successful and unsuccessful advertising

campaigns

Clients include many of the world’s largest brands

Winner of coveted P&G Supplier Excellence Award 2008




Types of Ad Copy Testing

Digital Pre-Test

– Survey consumers

– Measures feelings, thoughts and intensions

– Identifies areas for ad improvement

– Provides direction for future ad development

Technical Scoring

– Provides comparative rank of creatives

– Provides technical score based on ad elements that are drivers of strong

performance




In Summary




Key Takeaways

Display advertising in financial services grew substantially in 2010

It is crucial to understand what your competition is doing; you can get thisinformation in:

– comScore Ad Metrix

– comScore eMarketing Dashboards

There are innovative new ways to measure and optimize campaigns

– Campaign Delivery Measurement

– Attitudinal Measurement – Behavioral Measurement

– Creative Testing




How can comScore help measure and optimize my campaigns?

comScore Campaign Essentials

– Measure: Who saw the campaign?

– Optimize: Which publishers are hitting my target best?

comScore Action Lift

– Behavioral Measurement but not clicks!

– Measure latent impacts in behavior versus a matched control group comScore Brand Survey Lift

– Measure awareness, favorability, intent, and other attitudinal metrics

– Smart Control – comScore’s revolutionary approach to measuring lift

comScore ARS Ad Copy Testing

– Know before an ad ever runs whether it will be successful

– ARS has over 40 years of experience in ad copy testing



For more information: Susan Engleson Kleinman,[email protected]

Questions?Thank You!

Documents

Financial Services Webinar - Feb 2011