Maximising Media Performance in the Finance Sector
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The document discusses digital trends in the financial services sector, including merging paid and organic search techniques, using paid search as a test bed for SEO, and the importance of tracking results. It also covers using all available targeting techniques in paid advertising campaigns, and how programmatic advertising can help reach niche audiences through creative use of data. Finally, it discusses examples of innovation in the sector, such as robo-advisors, messenger bots, and using biometrics and wearable technology.
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Maximising Media Performance in the Finance Sector
- 1. @equimedia #DigitalFuturesFS Maximising Media Performance in the Finance Sector
- 2. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Martin Dinham Darren Kyle Jonathan Moore Charlotte Summers Tiffany Stubbs Digital Business Consultant Paid Search Manager SEO Group Head Media Group Head Group Account Director
- 3. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Merging paid & natural techniques
- 4. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Darren Kyle Jonathan Moore Paid Search Manager SEO Group Head
- 5. @equimedia #DigitalFuturesFSEconsultancy / Adobe - Digital Trends in the Financial Services and Insurance Sector
- 6. @equimedia #DigitalFuturesFS The competitive SEO landscape
- 7. @equimedia #DigitalFuturesFS The competitive SEO landscape >52% of the organic page 1 results are dominated by aggregators and consumer advice sites
- 8. @equimedia #DigitalFuturesFS % of top 10 rankings by site type
- 9. @equimedia #DigitalFuturesFS But there is hope…
- 10. @equimedia #DigitalFuturesFS How do you stand out?
- 11. @equimedia #DigitalFuturesFS Track, track, track results
- 12. @equimedia #DigitalFuturesFS An example: Should I brand bid?
- 13. @equimedia #DigitalFuturesFS – On average, the incremental ad clicks percentage across verticals is 89%. This means that a full 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused. Google Incremental Clicks Impact of Search Advertising
- 14. @equimedia #DigitalFuturesFS PPC used as an effective test bed SEO PPC Time Improvement
- 15. @equimedia #DigitalFuturesFS And dominate the SERP
- 17. @equimedia #DigitalFuturesFS RLSA (Remarketing Lists for Search Ads) Customer Match Demographic Targeting Device Location Time of Day / Day of Week Utilise all available targeting techniques
- 18. @equimedia #DigitalFuturesFS Get ahead by testing new products
- 19. @equimedia #DigitalFuturesFS Get ahead by testing new products
- 20. @equimedia #DigitalFuturesFS Get ahead by testing new products
- 21. @equimedia #DigitalFuturesFS Joined up SEM – a case study
- 22. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Human-led programmatic techniques for success
- 23. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Charlotte Summers Media Group Head
- 24. @equimedia #DigitalFuturesFS The age of programmatic
- 25. @equimedia #DigitalFuturesFS A changing media landscape
- 27. @equimedia #DigitalFuturesFS Programmatic is defined as the harmonious relationship between human insight, data and technology to serve relevant ads to users as they move between various channels and touch points.
- 28. @equimedia #DigitalFuturesFS Our definition of programmatic
- 29. @equimedia #DigitalFuturesFS The benefits of programmatic Customised audience targeting Relevance Efficiency Reach & Scale Measurement & Optimisation
- 30. @equimedia #DigitalFuturesFS Think about your audience
- 31. @equimedia #DigitalFuturesFS Context is king!
- 34. @equimedia #DigitalFuturesFS An example from a client
- 35. @equimedia #DigitalFuturesFS 18% reduction in post viewable CPA H2 2015 vs H1 2014 Higher viewability standard than the industry benchmark For every attributed conversion, our activity has influenced 4 other journeys 78% of these assisted conversions saw Display as the first interaction 27% growth in volume at a 17% reduction in CPA Results
- 36. @equimedia #DigitalFuturesFS Programmatic can help you reach a niche defined target audience harnessed by the creative use of data Opportunity to learn and scale quickly – control, test and learn at speed It can work for a variety of different marketing objectives including brand awareness and driving performance Ability to leverage insight from your 1st party data to fuel prospecting strategies Excellent visibility into campaign performance and control of where your ads appear Take outs
- 37. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Innovation is possible in the financial services sector
- 38. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Tiffany Stubbs Group Account Director
- 39. @equimedia #DigitalFuturesFSEconsultancy - Digital Trends in Financial Services
- 40. @equimedia #DigitalFuturesFS Finance industry: backing startups, betting on innovation
- 41. @equimedia #DigitalFuturesFS Growth in mobile searches Google Trends - Google Q4 Trends Reports 2015 Banking – mortgages; Aggregators – generic brand; Insurance – generic; +10.1% Banking +7.4% Aggregators +7% Insurance
- 42. @equimedia #DigitalFuturesFS Decline in SMS Deloitte / Ofcom
- 43. @equimedia #DigitalFuturesFS Ditzo: WhatsApp customer service
- 44. @equimedia #DigitalFuturesFS BBC News – WhatsApp for crowd-sourcing content
- 45. @equimedia #DigitalFuturesFS Nutmeg – Robo Advisor
- 46. @equimedia #DigitalFuturesFS AJ Bell – Messenger Bot
- 47. @equimedia #DigitalFuturesFS Simply Business – Hackathon
- 48. @equimedia #DigitalFuturesFS Facebook – Click to donate
- 49. @equimedia #DigitalFuturesFS Facebook – Click to buy
- 50. @equimedia #DigitalFuturesFS Calculate insurance premiums e.g. VitalityHealth Wearable Technology
- 52. @equimedia #DigitalFuturesFS MasterCard – Selfie ID Checks 92% preferred it to standard passwords
- 53. @equimedia #DigitalFuturesFS MasterCard – IoT app
- 54. @equimedia #DigitalFuturesFS IBM – Deep Thunder
- 55. Any Questions?
Hinweis der Redaktion
- Almost two-thirds of responding FSI companies (56%) said they would be increasing their digital marketing budgets in 2016, compared to only 4% who said they would be decreasing their budgets Event focus on maximising media performance, making budgets go further… PPC tends to be a base channel, especially in FS, but it can be expensive, especially if not partnered with an SEO-content strategy. Jon and Darren’s content intro…
- Intro WP concept Why we set about reviewing (lots of FS clients) but wanting to understand impact across markets…
- Intro WP concept Why we set about reviewing (lots of FS clients) but wanting to understand impact across markets…
- Effort vs reward (i.e.) Insurance v investment banking
- Compliment not cannibalise Content is king
- Content groupings to show what content is performing on site – inform content strategy Analytics to inform PPC strategies to improve QS (i.e.) monitoring landing page bounce…
- Control test and learn… PPC can be used to Prove ROI quickly for new products / strategies whereas SEO will drive negative ROI short term. Insights gathered quickly via PPC Longer-term, content always wins… organic traffic increase and reduce reliance / investment in PPC
- Account structure is so important Pay the lowest price possible in the auction Increase QS and ROI
- Benefits of PPC – back to brand bidding point, maximise messaging you can convey and control you have over copy
- Benefits of PPC – back to brand bidding point, maximise messaging you can convey and control you have over copy
- PPC Table Extensions
- Martin: What do we mean by it? Buzz word that dominates the digital marketing industry At a basic level – programmatic refers to the automated buying of media space by decision making algorithms Majority of display is now programmatic IAB/PwC Digital Adspend 2015: The share of display traded programmatically rose from 47% in 2014 to 60% (£1.60bn) in 2015 with predictions of this beeing at 80-90% by 2019. At Equimedia this is at 68% YTD.
- So how did we get this far and why does programmatic even exist? 1) Essentially programmatic is borne out of a changing media landscape 2) Years ago, media tended to be restricted to one screen and a daily newspaper outlet – people lived more homogeneous & predictable lives – at least as far as media planning was concerned 3) Experiences were shared and were determined by such things as TV station programming or classified ad space in a newspaper
- Fast forward a few years and it looks very different! No longer a one size fits all approach when it comes to media planning & buying. People are no longer congregating around one screen or if they are, they are dual screening! A combination of high speed internet, more people online and more devices has given rise to connected and unique audiences. According to Google, 90% of all media interactions are now via a screen. 3) The growth in connected audiences has increased the volume of data available which for advertisers, means we now have the potential to be far more targeted in our approach and more specific in our communication and who we want to talk to. Programmatic has evolved as a response to changing media consumption habits but also because there has been a growing need for advertisers to want to understand the ROI of their media budgets and to see the value of where their budgets were being invested – a drive towards more transparency & insight, which is what programmatic can provide.
- In it’s simplest form programmatic is the automation of the buying and selling of digital media space. However, we have expanded the meaning further and at equimedia we define programmatic as….. “the harmonious relationship between human insight, data and automated media buying technologies to serve targeted ads to users as they move between various channels and touch points.”
- Within the industry there is a lot of focus on the technology when it comes to programmatic and yes it is important but there is equal value in the.. Data – in terms of what you put in and what it provides People – the human insight and interpretation needed to make sense of it all and to get the best out of the campaign It is these three things that can help you achieve programmatic success. It can help you be responsive to your audience in real-time with highly relevant messaging and creativity. Using audience insights and technology, messages can be tailored to the right user, at the right moment, in the right context and even in the right location.
- So what are the benefits of programmatic… Customised Audience Targeting 1) Ability to move away from traditional Mass Media buys and 2) Reach a defined audience based on interests & behaviours 3) Utilise your 1st party data to re-engage with your customers or to find new customers who look the same Relevance Use of data to inform creative messaging to be relevant & topical to users The more relevant & better-timed your communication, the more interested the user will become in your product/service. It’s about identifying the moments that matter. Efficiency Both in terms of 1) operational efficiency through the use of automated media buying platforms and 2) Leads to fewer wasted impressions and increased cost effectiveness, returning greater ROI. Because it is auction based you are only ever paying the true market value for that impression. Reach and Scale Ability to reach users across multiple touch points as they navigate through the web Programmatic reach exceeds TV in the volume of impressions it can serve each day Opportunity to learn and scale activity more quickly Measurement and Optimisation 1)Excellent visibility into campaign performance often in near real-time 2) Data can be mined and levers pulled to maximise campaign success
- Not a new analogy (e-harmony) – an example of how on paper they look the same, but get under the skin and consider behavioural traits (attitudes, lifestyle, beliefs) then your audience begins to look very different. Prince Charles and Ozzy Osbourne is also a commonly used analogy about the same thing, Understanding your audience beyond demographics (age, gender and affluence) is key and can help you take advantage of a wide range of targeting strategies that are available such as lifestyle, interests, location, context and motivation to purchase. At equimedia, we connect audience profiling and persona development to our programmatic efforts which helps us achieve higher levels of targeting, relevance, efficiency and impact.
- Knowing your audience is vital but then communicating with them in the right moment and in the right space and frame of mind is just as important Context is king – the message needs to be driven by the environment in which it is in – are users on the go on their phone or at home with more time to spare on a tablet – messaging needs to reflect environment & be contextually relevant. Kit Kat – example of how they responded to breaking sports news. They created an ad within an hour of the marathon wimbledon match between John Isner and Nicolaus Mahut. They also dispatched three ad-bikes to the Wimbledon grounds the next day.
- A good example of a contextually relevant campaign that used audience insights to inform targeting was a campaign by the economist to target new users… The goal was to reach 650,000 previously unseen prospects and to stimulate a change in perceptions (not just a click). More than 60 executions were created, many in near real-time from The Economist’s live newsroom Ads were targeted based on the creation of lookalike audiences reflecting certain sections of the website. Contextual targeting was also used to match page context with viewer profile. Once readers were on the Economist website they were then given a nudge to register and subscribe. Data collected and leveraged in programmatic buying can do more than just refine targeting, it can also fuel highly effective real-time optimisation of media, messaging and creative. BRING IT BACK TO AUDIENCE BEING AT THE HEART OF IT, AUDIENCE DEFINES TARGTETING , MEDIA PLACEMENT AND MESSAGING
- More and more publishers are opening themselves up and their data to programmatic. Programmatic is no longer about remnant inventory sold cheaply that nobody really wanted. The clever use of data is transforming programmatic into a premium digital marketing channel. Programmatic Guaranteed is the new terms which means that direct site buys can now be facilitated by a programmatic platform – this is partly the reason why the industry is making predictions of an 80% - 90% share by 2019.
- And finally I wanted to share with you some headline stats from a programmatic campaign we ran for one of our Financial Services clients… By switching their media buying strategy to a programmatic one, overall they saw a 27% growth in volume at a 17% reduced CPA. As well as looking at the direct contribution that the campaign made we were also able to show them the halo effect and for every attributed conversion, programmatic had a role to play in 4 more journeys.
- Where do you see the greatest competitive threats emerging in the next 24 months? Leaders vs the rest The mainstream is looking left and right at its traditional competitors for danger. Leaders are looking above, below and behind for start-ups that are targeting their core businesses from a new, digital angle.
- Mastercard: https://www.startpath.com/global/ We partner with startups from around the world to help scale their businesses. The program enables companies to gain access to MasterCard’s global ecosystem and to break new markets through relationships with MasterCard and our customers. Some key features include: 6 month virtual program (take part from your home location) 2 immersion weeks at different cities No upfront equity in exchange for participation Aviva: Aviva back a tech incubator Aviva is to invest in a new incubator fund formed by Lastminute.com co-founder Brent Hoberman, which aims to back to back disruptive technology start-up firms in the financial services sector. http://citywire.co.uk/wealth-manager/news/aviva-to-back-tech-gurus-financial-services-incubator/a911545 UBS: UBS host Future of Finance Challenge https://innovate.ubs.com/ First there were more than 600 applicants, then there were 60 regional finalists, and then 12 Global Finalists… These are the 12 companies that pitched to UBS CEO Sergio Ermotti and the jury at the global finals on 10th December 2015 in Zurich.
- http://www.telegraph.co.uk/technology/news/10568395/Instant-messaging-overtakes-texting-in-the-UK.html
- https://www.youtube.com/watch?time_continue=29&v=xRLBeho-ObU A number of companies have embraced WhatsApp as a customer service channel, particularly in the Netherlands. In the Netherlands insurance company Ditzo is now offering customer service via WhatsApp within two hours. Consumers are expecting quick and efficient customer service, and messaging platforms like WhatsApp can give brands an opportunity to contact people quickly and directly – in the case of Ditzo, in just two hours. Marketing Tribune reports that the insurance website will be answering consumer questions and queries via its new WhatsApp channel. The website launched a campaign to highlight the launch that shows that there is no longer a need to stay on hold on the phone for hours when you can just send a WhatsApp message.
- BBC world news uses WhatsApp http://www.bbc.co.uk/news/world-30821245 http://www.bbc.co.uk/news/technology-35471694 – includes examples
- http://www.verdictfinancial.com/german-wealth-managers-will-lose-market-share-to-robo-advisors-over-next-two-years/ - whilst with HNW clients there is varying appetites in differing countries for Robo-advisors, there is plenty of opportunity to be above the curve. The UK is moving towards somewhat disinterested from not at all interested. Nutmeg is the main UK “robo advisor” https://www.nutmeg.com/ “research by investment company Nutmeg says two-thirds of investors would be happy to rely on web-based advice, as long as the right tools are available.” Read more: http://www.thisismoney.co.uk/money/diyinvesting/article-3277148/Wizards-told-invest-pension-trust-robot-look-money.html#ixzz4CnTDwiNi https://www.nutmeg.com/nutmegonomics/what-are-robo-advisers/
- AJ Bell test Facebook messenger http://www.thisismoney.co.uk/money/diyinvesting/article-3627312/Would-buy-shares-Facebook-AJ-Bell-tests-Messenger.html
- http://www.insuranceage.co.uk/insurance-age/news/2459725/insurtech-futures-simply-business-hosts-hackathon Company-wide hackathon generates ideas including Tinder for insurance and SimplyBot, language processing technology. Simply Business has developed "Tinder for insurance" at a company-wide hackathon which it hosted this week. A hackathon is an event where teams of people work together to use technology to come up with a solution to a particular problem. Swipe Me Simply Business said the winning idea was Swipe Me. It stated: "Swipe Me which was pitched as ‘Tinder for insurance' - is an agile and responsive mobile app which whittles down a quote form to just five simple questions that customers can answer easily, on the move and in 30 seconds to get an estimated quote for business cover."
- Facebook charity donate buttons
- Facebook retail shop buttons And click to message ads launched in Google (Darren talked about earlier). The theme is not taking customers out of the platforms they’re in.
- http://www.wearabletechnology-news.com/news/2015/dec/07/fitness-wearables-could-lower-insurance-premiums/ Health insurers are starting to factor in data from fitness devices when looking at policy premiums. For example, VitalityHealth has started to accept data from Garmin, Polar, and other major fitness monitoring devices. It even offers discounts to policyholders to purchase some of the units. Some major insurers will help create a health plan based on the data from these devices. On the flip side, data from fitness wearables could be used to identify customers who are unhealthy or living a dangerous lifestyle and this could be taken into account by insurers when calculating a premium amount. Several life insurers already list lifestyle and employment situations that are considered negative and end-up raising insurance policy premiums. Swiss insurers are using wearable technology to help calculate health insurance premiums. Statistics from the OECD show that 9% of adults are obese in Switzerland, while nearly 38% are overweight. The use of wearable technology could make it easier for consumers to watch, and work on, their weight – having data collected and displayed in real time, as well as devices that prompt consumers to exercise. Indeed CSS’ adoption of wearable technology points to this being a possible solution.
- https://www.home.barclaycard/news/bpay-band-launches.html The bPay band will initially be launched to thousands of consumers at two key events during the summer – Pride in London, the annual LGBT festival and the Barclaycard British Summer Time music festival in Hyde Park. As well as being able to pay for goods and services at both events, customers using bPay bands will benefit from exclusive offers and enhanced experiences. Full-scale launch of the bPay band will come in 2015. The bPay band will be available to customers with any VISA or MasterCard debit or credit card and won’t require them to be existing Barclaycard customers. Customers will set up an online “top-up” account and link this to their debit or credit card, adding money from these sources as and when they need more to be available on their bPay band. The bPay band can topped up either manually or can be set to top-up automatically when funds run low. This will enable people to manage the amount of money they have available to spend at any given time. What’s more, bPay band customers will benefit from the 100% fraud refund guarantee associated with all Barclaycard products – so there is no need to worry that lost or stolen bands could leave customers open to fraud.
- Mastercard rolls out selfie ID checks http://www.bbc.co.uk/news/technology-35631456
- Mastercard releases IoT app for Samsung fridges Payment tech innovation has enabled these kinds of opportunities for retailers. http://bankinnovation.net/2016/05/mastercard-releases-its-iot-app-for-samsung-refrigerator/
- IBM launches Deep Thunder The Weather Company, which is now a part of IBM, has a new commercial offering called Deep Thunder, announced this week. Deep Thunder combines hyperlocal, short-term custom forecasts developed by IBM Research with The Weather Company's existing global forecast model. Deep Thunder will use historical weather data to train machine learning models to help businesses predict the actual impact of weather, IBM said in a statement released June 15. Important for insurers ect, gathering data and using it in the right way. http://www.informationweek.com/big-data/big-data-analytics/ibms-deep-thunder-shows-how-weather-is-big-business/d/d-id/1325946