am best insurance marketing & advertising summit emerging trends in digital marketing for...
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AM Best Insurance Marketing & Advertising Summit
Emerging Trends in Digital Marketing for Insurance
Susan Engleson, DirectorNovember 5, 2009
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Agenda
General Internet Trends
Online Advertising
Mobile
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General Internet Trends
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A Snapshot of US Internet Activity
In July 2009:
195.5 million Americans used the Internet (+3%)
– Average user was online 20 days in the month, for a total of 30.4 hours (+14%), and viewed 2,542 pages (+6%)
81% of Internet visitors viewed an online video in the US, for an average of 8.3 hours each
93% of Internet visitors conducted at least one search
– Average searcher conducted 106.4 searches
Source: comScore Media Metrix, July 2009 comScore qSearch, July 2009 e-Commerce Reports, July 2009
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What Properties are Driving Web Usage?
Twitter has become a prominent Internet property in less than 1 year.
Other social networking sites including Facebook continue to grow as well.
Twitter has become a prominent Internet property in less than 1 year.
Other social networking sites including Facebook continue to grow as well.
Source: comScore Media Metrix, July 2009
Facebook.com had 87.7MM UVs in July 09
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While Companies Like Progressive Promote Blogs, Twitter, and Facebook Pages, Customer Use Is Typically Low. Particular Campaigns like “Tweets for Trees” can be Effective at Getting People to Engage.
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Some Companies, Such as GEICO, are Using tools like Facebook Connect to Get More Information about their Visitors.
Facebook Connect is a powerful set of APIs for developers that lets users bring their identity and connections everywhere. Developers can access a user's:
Identity: name, photos, events, and more.
Social Graph: friends and connections.
Stream: activity, distribution, and integration points within Facebook, like stream stories and Publishers.
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Online Video Viewing is Growing Strongly with Significant Growth Potential
Total US Streaming Minutes and Video ViewsTotal US Streaming Minutes and Video ViewsSites heavy with
long-form content have burst onto the scene over the past year.
Specifically, Hulu is now the sixth most popular video property.
Over the past year, this new content type has contributed to the hours spent streaming per viewer increasing by 113%.
Sites heavy with long-form content have burst onto the scene over the past year.
Specifically, Hulu is now the sixth most popular video property.
Over the past year, this new content type has contributed to the hours spent streaming per viewer increasing by 113%.
+137%
+87%
July 2008 July 2009
Hours per Viewer 3.9 8.3
Videos per Viewer 80.2 134.9
Minutes per Video 2.9 3.7
Source: comScore Video Metrix, July 2009
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Streaming in Insurance
Source: comScore Video Metrix, September 2009
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Online Advertising
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2008 Internet Advertising Revenues Showed Positive Growth But Did Not Keep Pace With Previous Years
Internet Advertising Revenues ($B)
While growth rate slowed in the fourth quarter, showing the current economic challenges, $23.4 billion revenue represents nonetheless the highest yearly results ever.
Source: IAB Internet Advertising Revenue Report, 2008
+76% -12% +22%-15%
+32%+30%
+35%
+26%+10%
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Search accounts for more than twice as much online advertising revenue as banner ads.
Internet Advertising Revenues by Ad Format
Sponsorship Leads/ Referrals
ClassifiedsBanner AdsSearch
Source: IAB Internet Advertising Revenue Report, 2008
Rich Media
Video E-mail
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Who are the top display advertisers in the online market?
Source: comScore Ad Metrix, June 2009
Top advertisers include telecom companies such as AT&T, Verizon, Vonage, Sprint, and Deutsche Telekom, along with financial services such as Scottrade and Experian.
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Who are the top insurance display advertisers in the online market?
Source: comScore Ad Metrix, July 2009
2 Of The Top 10 Advertisers In The Insurance Category Are Aggregator Sites
Total Insurance Online Ad Impressions
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Clicks on Display Ads Are a Misleading Metric and Don’t Reflect Brand-Building Effects
Click rates on online display ads have fallen dramatically in recent years to levels under 0.1%
Clicks don’t measure all of a campaign’s sales impact nor the cumulative (latent) impact of ads
Clicks don’t tell you anything about brand building effects
Optimizing for high click rates does not necessarily improve campaign performance
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82% of online campaigns analyzed by comScore have generated an average lift of 22% in CPG brand sales in retail stores
Campaigns we have analyzed
– Cookie Mixes, Cereal, Frozen Snacks, Pizza, Tea, Toothpaste, Juice Drinks, Deodorants, Snack Bars, Pasta, Meals and more
Online advertising (banners, rich media, search) increased (i.e. lifted) offline brand sales in 82% of all campaigns
-20%
0%
20%
40%
60%
80%
100%Average $ lift was 22%
82% of campaigns showed a positive sales
or unit lift Percent Lift in
Dollar Sales
Offline Sales Effectiveness Studies
Source: comScore Advertising Effectiveness Studies
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Another Strategy Insurance Companies Use for Brand Building is Microsites. State Farm, Allstate, and American Family All Have ‘Teen Driving’ Sites.
Betterteendriving.com: 46K VisitorsBetterteendriving.com: 46K Visitors Allstateteendriver.comAllstateteendriver.com
Teensafedriver.comTeensafedriver.com
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Liberty Mutual Advertises (Online and Offline) Two Microsites – Responsibilityproject.com and Whatsyourpolicy.com.
www.whatsyourpolicy.com Visitors:QE Aug 08 – 352KQE Aug 09 – 188K
www.responsibilityproject.com Visitors:QE Aug 08 – 526K
QE Aug 09 – 1,775K
96
26
Responsibilityproject.com Whatsyourpolicy.com
Total Display Ads Viewed (in Millions)QE Aug 2009
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Mobile
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34% (80.1 million) of Mobile Users Browse, Use an Application or Download. 14% of Mobile Users have a SmartPhone.
The number of users who just Use Voice Has Decreased 17% Year Over Year
Product: MobiLens
Data: Three month average ending June 09
Country: US - N= 33,453
Smartphone: Apple, RIM, Windows, Google, Palm, Symbian
Text Message (and not Mobile Media)
31%
Mobile Media34%
Just Voice35%
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Mobile Media Users (Mobile Browsers, Application Users and Downloaders) Are Growing 20% Year Over Year
Increase in mobile media users linked to handset sales cycle.
Product: MobiLens
Data: Three month average ending June 09
Country: US - N= 33,453
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The iPhone Craze
7.8M iPhone users – only 10% of Mobile Users who Browse, Use an Application or Download
14.2M Blackberry users, 6.9M Windows Mobile users
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iPhone Has the Youngest, Most Affluent, and Most Highly Educated Users Among Smartphones
All Mobile Subscribers
All Smartphones Microsoft RIM Apple
233M 33.8M 6.9M 14.2M 7.8M
Age18-24 13.1% 125 131 114 13925-34 17.9% 161 169 142 18035-44 17.6% 130 121 148 114
Income $75k to <$100k 14.8% 113 119 117 99$100k+ 26.9% 162 138 171 190 Education Bachelors degree 22.0% 138 117 136 157Graduate degree 12.2% 159 141 168 172
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71% of survey respondents said they complete financial and insurance transactions online, while only 25% stated that they use their mobile phone
Source: comScore Mobile Financial Survey, February 2009
n = 1,713
Q. Please select ALL methods that you use to complete financial and insurance transactions (please select as many as apply)
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36% of respondents stated that visiting their financial institution/insurance provider’s website was the primary method for completing transactions.
Source: comScore Mobile Financial Survey, February 2009
n = 1,713
Q. Please select your PRIMARY method for completing financial and insurance transactions (please select only one answer)
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While 31% of mobile financial users stated they accessed their financial services account on their mobile while at home, a quarter stated they do so while running errands.
Source: comScore Mobile Financial Survey, February 2009
n = 1,713
Q. Where do you primarily access your financial accounts via your mobile phone? (Of respondents who stated they access their bank account, brokerage,
or credit card accounts on mobile)
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The most common reason for not accessing personal financial accounts via mobile phone was because respondents do not use Internet, in general, on their phone.
Source: comScore Mobile Financial Survey, February 2009n = 1,713
Q. You said that you currently do not access your personal financial accounts via your mobile phone. Why do you not use these services? (Please select all that apply)
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More than 60% of respondents stated they would never use their mobile device to access their auto insurance account.
Source: comScore Mobile Financial Survey, February 2009
n = 1,713
Q. Would you be interested in accessing your auto insurance account via your mobile phone if it was available in the future?
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Of respondents who are interested in accessing their auto insurance account on a mobile phone, 73% stated they would like to use it to report an accident and find contact information on their agent.
Source: comScore Mobile Financial Survey, February 2009n = 1,713
Q. The following is a list of auto insurance services that may become available on your mobile phone in the future. Please indicate which services you would be interested in using on your mobile phone in the future. (Of respondents that said they would be interested in accessing their auto insurance account on
their mobile phone in the future – 23%)
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25% of Mobile Owners Are Now Receiving Text Message Ads, a 32% Year Over Year Growth
2.5% of Ads Served Via Text Messages Are From The Financial Services Industry
Product: MobiLens
Data: Three month average ending June 09
Country: US - N= 33,453
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Automotive Provides the Top Non-Mobile Sector for Mobile Banner Ads
Product: Ad Metrix Mobile
Data: Three month average ending June 09
Country: US
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Several Insurance Sites Are Advertising Via Mobile Banners
Source: Ad Metrix Mobile
Data: August 2009
Country: US
mlb.com MobileYahoo! Mobile
abc.com Mobile411.com MobilePerez Hilton MobileUSA Today Mobile
ESPN Mobile NASCAR Mobile
Insurance Mobile Banner Creatives and Top Publisher Sites
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Emerging Trends
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Emerging Trends in Digital Marketing for Insurance
As online video streaming continues to explode, insurance companies will also increase their advertising in this format
Insurance companies will increase online display advertising as it increasingly is viewed and measured as brand advertising, not direct response advertising
– Microsites will also be measured for their branding impact
Expect a surge in mobile media users with new handsets purchased during the holidays
– While iPhone provides the most attractive audience, Blackberry has the most Smartphone users and the new App World