Maximising Media Performance in the Finance Sector
Transcript of Maximising Media Performance in the Finance Sector
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Maximising Media Performancein the Finance Sector
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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
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Merging paid & natural techniques
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Darren Kyle Jonathan MoorePaid Search Manager SEO Group Head
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@equimedia #DigitalFuturesFSEconsultancy / Adobe - Digital Trends in the Financial Services and Insurance Sector
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The competitive SEO landscape
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The competitive SEO landscape>52%of the organic page 1 results are dominated by aggregators and consumer advice sites
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% of top 10 rankings by site type
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But there is hope…
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How do you stand out?
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Track, track, track results
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An example:Should I brand bid?
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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
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PPC used as an effective test bed
SEO
PPC
Time
Impr
ovem en
t
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And dominate the SERP
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Campaign management is key
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RLSA (Remarketing Lists for Search Ads)Customer MatchDemographic TargetingDeviceLocationTime of Day / Day of Week
Utilise all available targeting techniques
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Get ahead by testing new products
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Get ahead by testing new products
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Get ahead by testing new products
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Joined up SEM – a case study
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Human-led programmatic techniques for success
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Charlotte Summers
Media Group Head
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The age of programmatic
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A changing media landscape
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Connected Audiences
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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.
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Our definition of programmatic
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The benefits of programmatic
Customised audience targeting
Relevance Efficiency Reach & Scale
Measurement &
Optimisation
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Think about your audience
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Context is king!
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Creative counts
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Programmatic premium
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An example from a client
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18% reductionin post viewable CPA H2 2015 vs H1 2014
Higher viewability standardthan the industry benchmark
For every attributed conversion, our activity
has influenced 4 other journeys78%of these assisted conversions saw Display as the first interaction
27% growth in volumeat a 17% reduction in CPA
Results
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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
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Innovation is possible in the financial services sector
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Tiffany StubbsGroup Account Director
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@equimedia #DigitalFuturesFSEconsultancy - Digital Trends in Financial Services
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Finance industry: backing startups, betting on innovation
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Growth in mobile searches
Google Trends - Google Q4 Trends Reports 2015Banking – mortgages; Aggregators – generic brand; Insurance – generic;
+10.1%Banking
+7.4%Aggregators
+7%Insurance
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Decline in SMS
Deloitte / Ofcom
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Ditzo: WhatsApp customer service
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BBC News – WhatsApp for crowd-sourcing content
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Nutmeg – Robo Advisor
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AJ Bell – Messenger Bot
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Simply Business – Hackathon
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Facebook – Click to donate
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Facebook – Click to buy
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Calculate insurance premiums
e.g. VitalityHealth
Wearable Technology
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Barclays – bPay
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MasterCard – Selfie ID Checks
92%preferred it to standard passwords
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MasterCard – IoT app
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IBM – Deep Thunder
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Any Questions?
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