Transcript Moneysupermarket - Microsoft Advertising

Financial
Aggregators:
Price Comparison Site Trends and
Opportunities
Contents
Market Environment
Consumer Trends
Advertising Market
Market Environment
Category Audience Size & Reach
By audience size, Moneysupermarket is by far the most dominant player in the category,
with over 60% of price comparison site users visiting them during the month
Source: Comscore January 2011
Category Audience Size & Reach
Almost 7m people visit price comparison sites each month. Most of this audience are
centred around 5 key players.
Source: Comscore January 2011
Consumer
Trends
“Who do you turn to for financial advice?”
Internet is the
number 1 place
were consumers
look for financial
advice
Internet / websites
Independent financial advisor
Your parents
Bank / building society
Partner
Newspapers
Other family member
Work colleagues
Your children
Your grandparents
Your grandchildren
Nobody, I prefer not to discuss financial matters with others
0%
Source: Friends Provident/The Future Foundation/nVision
Base: 1,005 respondents aged 16+, GB, 2010
5%
10%
15%
20%
25%
30%
35%
Compared prices online forecast
% of adults who have compared prices online in the last 6 months
“Which of the following, if any, have you done on the Internet in the last 6 months…Compared/looked
up prices for any product or service ?” nVision forecast – Summer 2010 based projection
Price comparison
sites are set to
grow in the
coming years
This in
combination with
they way
consumers learn
about financial
products suggests
that financial
aggregators will
continue to be
important in the
future
Source: nVision Research
Base: 1,000 face-to-face respondents aged 16+, GB
Purchasing or renewing insurance online
Two-thirds...
66%
...of consumers expect to
purchase or renew
insurance online via either
an insurer’s website or an
aggregator
Source: Accenture/nVision
Base: 3,555 respondents aged 18+ in 6 countries, 2010
© 2010 Mintel International Group. All rights
reserved. Confidential to Mintel.
Advertising
Climate
The importance of advertising in the
aggregator market
There are
strong
correlations
between ad
send and
increased
numbers of
visitors to
aggregator
sites
Source: Mintel
Media Spend
• Financial
advertisers
tend to spend
the most on
advertising on
TV and Direct
mail
advertising
followed by the
Press
• On average the
industry spent
around 6% on
Internet
advertising
(not including
search)
Source: NNR adDynanix : 2009 - 2010
Impressions and Audience by Publisher AdMetrix
• While Microsoft
does not have the
most impressions
for this sector, it
does have the most
Unique Visitors
Search Traffic KPIs
Overall Finance Traffic
• Finance terms received 9% less
traffic in 2010 than in 2009
• However 2011 has seen strong
growth so far with a 31% year on
year increase in traffic for Jan-Feb
2011 Finance Product Traffic
Growth (Jan-Feb)
• Insurance up by 33%
• Lending up by 27%
• Banking up by 38%
• Credit Cards up by 24%
• Comparison KWs up by 34%
1. Microsoft Advertising Intelligence Tool
2. Hitwise
Brand KW Traffic Growth
Year on Year Growth Trends (2010):
• Aggregator traffic grew by 29%
• Direct Insurer traffic grew by 25%
In the new year, Direct Advertiser
brand KWs have performed well
outstripping Aggregator brand KWs
Month on month, direct advertisers
have had a slight dip in their traffic
growth
Traffic for these terms peaks early in
the week, declining to a low point on
Saturday
1. Microsoft Advertising Intelligence Tool
Bing Finance Searchers are…
Source: NNR JULY 2010 – JANUARY 2011
Finance Demographics and Daily Trends:
1. Microsoft Advertising Intelligence Tool
Hitwise Geographic Locations
‘The North is well represented in the ten most over-indexed areas - particularly the North-West’ for the total online population,
however some of these drop out (Liverpool) when you index the sites against other insurance providers. This shows ‘that they
prefer to go to insurance providers direct - or that they visit multiple insurance providers from the comparison sites.’ (Hitwise)
Source: Hitwise
Microsoft Media Network
Trends
Network
Demographics
• 66% of the impressions occur between 18
and 44, while a similar proportion of clicks
occur in the higher age brackets, 25-54
• Impressions and conversions peak in the 1824 for females while the 25-34 peak is more
male biased
• 53% of conversion occur between the 18-34
age bracket
• Conversions for Finance usually entail a
quote or an application
Source: Microsoft Media Network : July 2010 – March 2011
Network: Day of the Week
• There is a slight decline in impressions through out the week however
consumers are more likely to click during first half of the work week and
on Sunday
• Conversions have two peaks on Tuesday as well as at the end of the week
on Friday
Source: Microsoft Media Network : July 2010 – March 2011
Network: Time of Day
• There is a build of Impressions
and Actions during the early
afternoon and a slight elevation
in the early evening
• There is one main peak that
occurs post-lunch before the
end of the work day
Source: Microsoft Media Network : July 2010 – March 2011
Finance Opportunities
Insurance Renewals
With increases in premiums,
consumers will want to shop around
before renewing their policies
Reducing Premiums
By offering a number of ways to
reduce premiums, comparison
engines might be able to entice
users to switch their insurance
provider
Search and Display – Better
Together
Use both offerings to help boost
your ROI moreover, use our display
offering to help boost your brand
campaign. Particularly when we have
seen good increases in traffic in the
start of 2011