FINANCIAL SERVICES
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CONVERSION RATE
CL ICK THROUGH RATE
Best perform -ing financial placementsFor direct response, most environments trail pretty close to the average Conversion Rate. Maps, Travel, Auto, Entertainment, News, IM, Homepage and others have an above average Conver -sion Rate.
Rich media
Standard banner
%
0.04 %
0.16%
0.17%0.16%
Click through rate
Conversion rate
0.05 %0.16%
0.21%Boosting campaign results
Financial services ad performance by format
Homepage takeover0.35%
Overlay0.24 %
IM0.23%
Expandable banner0.19%
Polite banner0.17%
Standard banner0.16%Conversion rate and CTR by segment
Click Through Rate
Conversion Rate
0.43%
0.20 %
0.17%0.12%
0.070 % 0.063 %0.055 % 0.058 %
0.046 %
Credit cards
Brokerage & invest -ments
Banks Home own-ers and other insurance
0.09 %
Car insurance
Who spends the most in financial services?
Banks
6%
11%
12%
53%
18%
Brokerage & investments
Credit cards
Car insurance
Home owners & other insurance
VIDEO
0.20 %
VIDEONO VIDEO NO VIDEO
0.17%Average
Other
0.16%
IM
0.26 %
News
0.29 %
Maps
0.35%
TravelAuto
0.37%0.38 %
0.23%
;)
Entertainment
NEWS
*
Making Smart Investments inOnline Advertising
2
3
Online display advt.
Newspapers
Dwell rate Impressions with any interactions rate
Click through rate Post click con-version rate
Post impression conversion rate
Conversion rate
Radio
Consumer senizagam
Network TV
Cable TV networks
CONVERSION RATE
CLICK THROUGH RATE
Online Advertising for
FinancialServices
As the bulk of financial services moves online,display advertising becomes a strategic marketing channel. MediaMind analyzed over 28 billion online ads to uncover best practices and what works for financial campaigns.
US advertising for financial services by media
$2,708M
$1,552M
$515M$1,079M
$567M
$699M
Best perform-ing financial placementsFor direct response, most environments trail pretty close to the average Conversion Rate. Maps, Travel, Auto, Entertainment, News, IM, Homepage and others have an above average Conver-sion Rate.
Significantly more users Dwell and en-gage with banners as compared to those who click or convert on the advertiser’s website. Therefore, it is im-portant to provide an engaging experience within the banner and not to wait for the site.
Financial benchmarks
A study by Kantar Media estimates that the financial services industry invested $2.7 billion in online display advertising.This is the highest investment out of any advertising channel.*
*Kantar Media, 2010.
Rich media
Standard banner
4.26%
0.92%
0.09%
0.03%
0.14% 0.16%
0.04%
0.16%
0.17%
0.16%
Click through rate
Conversion rate
0.05%0.16%
0.21%Boosting campaign results
Financial services ad performance by format
Homepage takeover0.35%
Overlay0.24%
IM0.23%
Expandable banner0.19%
Polite banner0.17%
Standard banner0.16%Conversion rate and CTR by segment
Click Through Rate
Conversion Rate
0.43%
0.20%
0.17%
0.12%
0.070%0.063%
0.055% 0.058%
0.046%
Credit cards
Brokerage & invest-ments
Banks Home own-ers and other insurance
0.09%
Car insurance
Who spends the most in financial services?
Banks
6%
11%
12%
53%
18%
Brokerage & investments
Credit cards
Car insurance
Home owners & other insurance
VIDEO
0.20%
VIDEONO VIDEO NO VIDEO
Amount invested by financial services industry in online
display advt.
$2.7billion
0.17%Average
Other
0.16%
IM
0.26%
News
0.29%
Maps
0.35%
TravelAuto
0.37%0.38%
0.23%
;)
Entertainment
NEWS
*
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The Move Online
Measuring Online Display
Financial Services and Branding
Financial Services and Direct Response
Financial Segments
Reach and Frequency
Boosting Campaign Results
Rich Media vs. Standard Banners
Video Boosts even Rich Media
Conclusion
MediaMind Metrics Definitions
Financial Services Benchmarks by Region
North America
Europe
Australia & New Zealand
Financial Services Benchmarks by Country
Table of Contents4
6
8
10
11
13
15
17
16
15
18
19
22
Belgium
Brazil
Canada
Germany
Israel
Italy
Malaysia
Netherlands
Singapore
Spain
Switzerland
UK
United States
19
19
20
20
21
21
22
22
23
23
24
24
25
25
26
26
27
27
28
South Asia
Latin America
Australia
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%Seniors Baby boomers Gen X Gen Y
Shar
e
Debit card
Savings account
Personal loan
Credit card
Note: US only. n=3,271; Gen Y=ages 21-29; Gen X=ages 30-44; Baby boomers=ages 45-64; Seniors=ages 65+;Among those with each type of accountSource: Fiserv, “Financial Habits of Gen Y” conducted by Accelerant Research. Cited from eMarketer.
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Financial Services: Making Smart Investments in Online Advertising
Internet users have proved very responsive to online financial services. A study by Fiserv indicates that young adults are very comfortable with applying to online financial services accounts online. In fact, the study shows that 50% of users between 21 and 29 with credit cards have applied for them online, and 35% of users with personal loans used the Internet to complete the application.
Seniors (65 or older) are more conservative with using online financial services.
Overall, these findings should be very encouraging for online financial services firms. Each coming generation is more accustomed to conducting their financial affairs online, and requires less brick and mortar branches for service.
Study shows that 50% of users between
19 and 29 with credit cards have applied
for them online.
The Move OnlineThe IT and Internet revolutions have changed the landscape of the financial services industry. Brick and mortar bank branches and in-person insurance agents were in many cases replaced by online sites. The economies of scale and cost savings from operating online have boosted efficiency and allowed financial services firms to share some of the savings with online consumers through reduced fees and premiums that increased the appeal of online services even further.
Chart 1: Users who signed-up to Financial Accounts Online
The move of financial services online has also changed the way in which the industry is communicating with consumers and marketing its product. If in the past, the presence in the community allowed bank branch managers and insurance agents to be in direct contact with customers to promote their product, this proves much harder when the product is an online service and your staff may be located in a different region or even in a different country.
Users’ migration to online financial services has also intensified the competition among financial services providers. The Internet allows users to compare fees with the click of a mouse, a process that in the past may have taken a lot of walking around banks and meetings with insurance agents. In addition, it allowed the competition between institutions to become national rather than regional. The move online, the move away from the community and the increased competition has all pushed financial services institutions to increase their investment in online advertising.
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Financial Services: Making Smart Investments in Online Advertising
A study by Kantar Media estimates that in 2009 the financial services industry invested $2.7 billion in online display advertising. This is the highest investment out of any advertising channel. It makes sense that an industry that serves many of its consumers online will use online advertising to communicate with them.
Online display advertising
Newspaper
Network TV
Cable TV networks
Consumer magazine
Radio
Spot TV
Outdoor
Business publication
Syndicated TV
Spanish-language TV
$0 $1,000 $2,000 $3,000
Spending (Millions)
Note: includes banks and credit cards.Source: Kantar Media, “100 Leading National Advertisers 2010”, Cited from eMarker.
Chart 2: US Advertising for Financial Services by Media
5%
4%
3%
2%
1%
0%
Dwell Rate
4.26%
0.92%
0.09% 0.14% 0.16%0.03%
Impressionswith Any
InteractionRate
Click ThroughRate
Post ClickConversion
Rate
ConversionRate
Post ImpressionConversion
Rate
Rat
e
Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.
Chart 3: Financial Benchmarks
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Financial Services: Making Smart Investments in Online Advertising
Out of every one million impressions that are served, 43 thousands impressions are Dwelled, or engaged with by users for a meaningful amount of time of over one second.
900 impressions are clicked on, while only 300 of these clicks end up in a conversion. 1,400 additional impressions end up in a conversion by users who did not click on them, but rather searched or typed the URL. Overall, on average, one million impressions yield 1,600 conversions.
In addition, reach and frequency measurements can tell advertisers how many users have been exposed to the campaign and for how many times. MediaMind offers the ‘Adjusted Unique’ metric, which statistically adjusts for the over counting of users caused by cookie deletion and provides a more accurate representation of reach.
Why should advertisers be looking at all of these metrics and not only at one in particular? No one metric can encompass the full effect of
online display advertising, from increasing awareness to the intent to purchase and purchase. Thus, MediaMind offers a full suite of metrics to help advertisers gauge the success of their campaign.
Measuring Online Display
Measuring the proportion of impressions that were engaged with, serves as a proxy for the branding effect of ads. To measure the effectiveness of branding, MediaMind uses two metrics: Dwell Rate and Average Dwell Time. Dwell Rate measures the proportion of Rich Media impressions that were intentionally engaged with by touch, interaction or click. Average Dwell Time measures the duration of a Dwell in seconds for users who engaged. In both cases, unintentional Dwell lasting less than one second is excluded.
Dwell provides an estimate of the share of impressions that were seen by users with high likelihood. Users’ natural tendency is to follow the mouse cursor movement with their eyes. Dwell measures the proportion of impressions that had a meaningful mouse-touch, lasting more than one second. While there have been users who have seen the ads and have not touched them with their mouse, Dwell allows us to gauge the number of users that are very likely to see the ad.
To measure the full effect of display advertising on users, advertisers should follow the full advertising ecosystem from the exposure to the conversion to understand what makes users tick. This starts with the number of impressions that were served and looking at how users responded to them.
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Financial Services: Making Smart Investments in Online Advertising
Conversion Rate measures the total number of conversions from the advertiser’s website, divided by the number of impressions served. Conversions are not necessarily a monetary transaction, but signify an action that the advertiser would like users to take, such as downloading brochures, submitting forms, requesting a quote or filling in an application. Conversion Rate may vary between advertisers based on the placement of the conversion tags on the website.
Conversions can be divided into two types: Post Click and Post Impression Conversions. Post Click Conversions are registered after users have clicked on the last impression seen. Post Impression Conversion is attributed to an impression when no click occurs. Post Impression Conversions measure users who arrive at the advertiser’s website without clicking, but rather by using search or typing the URL. Typically, post impression conversions represent the majority of conversions.
Campaigns with high Dwell boosted advertisers’
site traffic by 69% and improved brand
engagement—increasing page views and time
spent on the brand’s site.
Impressions were served by MediaMind between Q4 2009 and Q3 2010. This analysis covers global data, unless noted otherwise.
1 Available for download at: http://advertising.microsoft.com/europe/dwell-on-branding
Furthermore, a research by MediaMind, Microsoft Advertising and comScore shows that Dwell does have an actual effect on brand metrics. The results of the joint study indicate that users who were exposed to campaigns with high Dwell are three times more likely to search for brand related keywords as compared to users who were exposed to campaigns with low Dwell. Moreover, campaigns with high Dwell boosted advertisers’ site traffic by 69% and improved brand engagement—increasing page views and time spent on the brand’s site.1
The metric ‘Impression with Any Interaction Rate’ measures the proportion of impressions that had at least one interaction. Interaction can be any action that the advertiser would like to measure, from browsing the products offered within the banner to playing an in-banner game.
While a relatively significant number of users engage and interact with ads on the publisher’s site, fewer users move to the advertiser’s mini-site by clicking on the ad. Therefore, it is important to remember that far more users are exposed to your creative than those who click on it. In order to make a lasting impact on these users, make sure to provide your message to them as well.
Many financial services institutions measure the number of users that see ads and then seek more information on the product or complete applications on their website using conversion tags. This allows advertisers to gauge how many users have advanced through the purchase funnel and have shown intent to purchase or a completed a purchase.
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Financial Services: Making Smart Investments in Online Advertising
Chart 4: Dwell Performance by Environment/Placement
Financial Services and BrandingAn analysis of upper funnel Dwell metrics indicates which placements and which ad formats entice users to take the time to engage with financial brands. Financial services appeal to broad audiences as nearly everyone has a bank account, most people have a credit card and car owners are required to have car insurance. Therefore, it should make sense that ads for financial services work well in various environments and not only on finance sites.
Chart 4 exhibits the analysis of Dwell and CTR performance of financial services ads. The x-axis represents Dwell Rate, while the y-axis represents the Average Dwell Time that users spend with ads. The diameter of the circles represents CTR.
The upper right quarter of the chart represents placements that achieve both high Dwell Rate and high Average Dwell Time. In these environments, more users are willing to take the time to engage with ads, and these users also spend more time with the ads. Thus, Games, Music, Instant Messaging (IM), Health and Beauty, Social Networks and Mail achieve the highest branding performance.
In addition, ads with high Dwell Rate also tend to have high CTR as users who take the time to engage with the ads are also more likely to click on them. Specifically, Games, Music, IM and Health and Beauty have both high Dwell Rate and high CTR.
100
80
60
40
20
00%
RON
ROS
Lifestyle Entertainment
Travel AutoOther
Average
Average
Weather
Maps
IM
2% 4% 6% 8% 10% 12% 14% 16%Dwell Rate
Click Through Rate
Ave
rag
e D
wel
l Tim
e (S
ec)
0.0%
0.1%
0.2%
0.3%
0.4%
Source: MediaMind Research. Data: November 2009 - October 2010, Rich Media, Worldwide.
Home Page
Social Network
Health and Beauty
Technology
Finance
Music Games
NewsSport
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Financial Services: Making Smart Investments in Online Advertising
Chart 5: Dwell Performance by Ad Format for the Financial Services Vertical
80
60
40
20
00%
Average
Overlay
Video Extender
IM
Peelback
Skin
Eyeblaster TVFloating Ad With Reminder
Expandable Banner
Commercial Break
Single Expandable
Expandable Strip
Homepage TakeoverPush Down Banner
Floating Ad
Average
Sidekick
5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Dwell Rate
Click Through Rate
Ave
rag
e D
wel
l Tim
e (S
ec)
0.1%
0.5%
1.0%
1.5%
2.0%
2.4%
Source: MediaMind Research. Data: November 2009 - October 2010, Rich Media, Worldwide.
Polite Banner
A similar analysis of performance by ad format indicates that the more assertive formats have a high Dwell Rate, while others tend to record a lower Dwell Rate but a significantly higher Average Dwell Time. Thus, Commercial Break, Overlays, and Floating Ads tend to have a very high Dwell Rate, but a relatively low Average Dwell Time.
Conversely, most other Rich Media formats tend to have a lower Dwell Rate, but a significantly higher Average Dwell Time. Ads in the upper right quarter have both above average Dwell Rate and above average Dwell Time. These include IM, Video Extenders and Expandable Banners.
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Financial Services: Making Smart Investments in Online Advertising
Financial Services and Direct ResponseThe analysis in Chart 6 exhibits the Conversion Rate achieved by various site groups and online environments. These include both Post Click and Post Impression Conversions. For direct response, most environments trail pretty close to the average Conversion Rate. Maps, Travel, Auto, Entertainment, News, IM, Homepage and others have an above average Conversion Rate.
Similar analysis for ad formats shows that the larger and more visible formats yield a higher Conversion Rate. Thus, Floating Ads, Homepage Takeovers, Skins and Overlays tend to have the best Conversion Rate, while smaller banners such as Peel Back banners tend to have lower performance.
0.45%0.40%0.35%0.30%0.25%0.20%0.15%0.10%0.05%0.00%
Wea
ther
Tech
no
log
y
Soci
al N
etw
ork
Gam
es
Mai
l
RO
N
RO
S
Oth
er
Mu
sic
Life
styl
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Fin
ance
Hea
lth
an
d B
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ty
Spo
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IM
New
s
Ente
rtai
nm
ent
Au
to
Trav
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Map
s
Co
nve
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n R
ate
Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.
Chart 6: Financial Services Ads Performance by Placement
Average Conversion Rate
Credit Cards
Brokerage and Investments
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Financial Services: Making Smart Investments in Online Advertising
0.45%0.40%0.35%0.30%0.25%0.20%0.15%0.10%0.05%0.00%
Peel
bac
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Push
Do
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Stan
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ith
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Chart 7: Financial Services Ads Performance by Ad Format
Chart 8: Financial Impressions by Segment
Average Conversion Rate
Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.
Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.
Financial SegmentsAt MediaMind, the financial services industry is comprised of multiple sub-categories. Between Q4 2009 to Q3 2010, more than 50% of global financial services impressions served by MediaMind advertised banking services. Some of these campaigns promote personal loans, debit cards and other services in addition to checking accounts.
Banks
Homeowner and other Insurance
Car Insurance
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Financial Services: Making Smart Investments in Online Advertising
The second largest sub-group is car insurance. These campaigns typically encourage users to get a quote for their car insurance and generate leads. Other prominent sub-categories include homeowner and other insurance, credit card companies and brokerage and investment banks.
Credit Card companies are doing the best job of compelling users to respond to their ads and achieve the highest Conversion Rate and the highest Click Through Rate. Other segments tend to receive lower Conversion Rate and Click Through Rate.
Chart 9: Conversion Rate and CTR by Segment
Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.
0.45%
0.40%
0.35%
0.30%
0.25%
0.20%
0.15%
0.10%
0.05%
0.00%
0.08%
0.07%
0.06%
0.05%
0.04%
0.03%
0.02%
0.01%
0.00%Credit Cards Brokerage and
investmentsBanks Homeowner
and Other Insurance
Car Insurance
Co
nve
rsio
n R
ate
CTR
Conversion Rate Click Through Rate
Average Conversion Rate
13
Financial Services: Making Smart Investments in Online Advertising
Reach and FrequencyIn Financial Services campaigns, giving the right offer to the right user is crucial. Users pretty much know if an offer is relevant for them after the first impression. For example, targeting a user who is not in the market for car insurance right now with an offer is not likely to attract him or her to your site no matter how many times you target them.
This is evident when analyzing the performance by frequency of Financial Services campaigns. Standard Banners tend to receive the highest Conversion Rate after the first impression, and Conversion Rate quickly drops below average after the second impression. This indicates that the first encounter with a user is the most important one.
Chart 10: Conversion Rate by Frequency for Standard Banners
Source: MediaMind Research. Sample of 30 Standard Banner financial campaigns, May-November 2010.Note: Analysis includes landing page conversion tags.
0.14%
0.12%
0.10%
0.08%
0.06%
0.04%
0.02%
0.00%
60,000
50,000
40,000
30,000
20,000
10,000
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Frequency
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Un
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(‘0
00)
Average Conversion RateUnique Users Conversion Rate
Average Conversion Rate
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Financial Services: Making Smart Investments in Online Advertising
Chart 11: Conversion Rate by Frequency for Rich Media
Source: MediaMind Research. Sample of 30 Rich Media financial campaigns, May-November 2010.Note: Analysis includes landing page conversion tags.
With Rich Media, the first and second impressions have the highest Conversion Rate. Conversion Rate drops below the average after four exposures of the campaign, on average. Because of its interactive features, Rich Media manages to keep users interested even after the first impression. It gives them the opportunity to explore the brand further on the banner itself rather than on the advertiser’s website, get more information and then change their mind, something that cannot be done with Standard Banners.
As the evidence presented here shows, users are going to make up their mind about whether they are going to convert after they are exposed to the first few impressions. This increases the need to serve users the most effective creative the first time.
One of the best ways to guarantee delivering the best creative every time is Automatic Creative Optimization, available in MediaMind’s Smart Versioning tool. Automatic Optimization is an algorithm that identifies the most successful creative, and serves it the vast majority of the time.
MediaMind’s benchmark shows that ads that
used automatic optimization increased CTR by
72% and Conversion Rate by 40%.
0.18%
0.16%
0.14%
0.12%
0.10%
0.08%
0.06%
0.04%
0.02%
0.00%
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0302928272625242322212019181716151413121110987654321
Frequency
Co
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ate
Un
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(‘0
00)
Average Conversion RateUnique Users Conversion Rate
15
Financial Services: Making Smart Investments in Online Advertising
Boosting Campaign Results
Rich Media vs. Standard Banners
The creative execution of every campaign is unique; however there are steps that may boost the performance of any financial services campaign. This part of the research addresses steps that advertisers and agencies can take in order to make their campaigns more successful. Two easy steps that can help advertisers boost the performance of their campaign are using Rich Media and adding video to the creative.
As data shown in this report indicate, a significantly higher proportion of users views the banner and engages with it as compared to those who click on it. Therefore, it is important to create an engaging experience also for users who view ads without clicking. This is one of the strengths of Rich Media.
The enhanced user experience of Rich Media boosts both the performance of branding and of Direct Response campaigns. More specifically, Rich Media more than triples the Click Through Rate, as compared to Standard Banners and also increases the Conversion Rate.
This elevated performance has a few explanations. The dynamic Rich Media stands in contrast to the publisher’s textual content, and therefore attracts users attention from the content to the ad. Furthermore, by enabling users to interact with the marketing message, Rich Media increases recall. Rich creatives also have the ability to feed data dynamically and increase relevancy. When all of these effects are combined, the result is an increase in clicks and conversions, as compared to Standard Banners.
While Rich Media costs more to produce and serve, new capabilities for dynamic creative such as MediaMind’s Smart Versioning allow the advertiser to better control long term creative costs by dynamically generating multiple versions of the creative.
Chart 12a: Click Through Rate Chart 12b: Conversion Rate
Source: MediaMind Research. Data: November 2009 to October 2010, Financial, Worldwide.
0.20%
0.15%
0.10%
0.05%
0.00%
0.20%
0.18%
0.16%
0.14%
0.12%
0.10%
0.08%
0.06%
0.04%
0.02%
0.00%Standard Banner Standard BannerRich Media Rich Media
Clic
k Th
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Rat
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Clic
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Financial Services: Making Smart Investments in Online Advertising
Video Boosts even Rich Media
This research has shown that Rich Media has both higher Click Through Rate and Conversion Rate as compared to Standard Banners. However, Rich Media creatives were not all born equal. This analysis shows that Rich Media ads with video outperform Rich Media ads without video.
There are several reasons for this increased performance. First, the dynamic video attracts users’ attention from the publisher’s content to the ad, and enhances the visibility. Moreover, the moving pictures are able to convey significantly more content; if a picture
is worth a thousand words, imagine what 24 per second can do. Most importantly, video has the ability to convey a narrative that encourages users to identify with the brand message and look for more information on the brand site.
All of these reasons make video achieve a higher Click Through Rate and Conversion Rate as compared to Rich Media without video.
Video boosted CTR for financial ads by 302%
and Conversion Rate by 21%.
Chart 13a: Click Through Rate Chart 13b: Conversion Rate
Source: MediaMind Research. Data: Q2 2009 to Q1 2010, Financial, Worldwide.
0.3%
0.2%
0.1%
0.0%
0.3%
0.2%
0.1%
0.0%No Video No VideoVideo Video
Clic
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As the bulk of financial services moves online, online display advertising becomes a strategic marketing channel. Users are becoming accustomed to managing their financial affairs and buying insurance online. Advertisers respond in-kind, making online display advertising the most important marketing channel in terms of investment for the industry.
Overall for financial services, for every ten thousand impressions that are served, 426 are Dwelled, 92 interactions, nine are clicked on, and slightly more than 16 result in conversion (3 post click and ~14 post impression). When significantly more users engage with the banner than click on it, it is important to make sure that users receive the best experience and as much information as possible in the banner, rather than waiting for a mini-site.
Games, Music, Instant Messaging (IM), Health and Beauty, Social Networks and Mail achieve the highest branding performance. For Direct Response, Maps, Travel, Auto, Entertainment, News, IM, and Homepage have an above average Conversion Rate.
More than 50% of global financial services impressions served by MediaMind advertised banking services, followed by homeowner and other insurance and car insurance. Credit Card companies are doing the best job of compelling users to respond to their ads and achieve the highest Conversion Rate and the highest Click Through Rate.
Using Rich Media ad formats, specifically those with video may improve campaign performance. Rich Media more than triples Click Through Rate, as compared to Standard Banners and increases Conversion Rate. Video boosts CTR and Conversion Rate even further.
If the financial services industry knows how to do something well, it is to chase the investments with the highest return. No wonder then that they choose to put their highest single channel investment into display.
www.mediamind.com
Conclusion
17
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Financial Services: Making Smart Investments in Online Advertising
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ined
Inte
ract
ions
.
To q
uant
ify h
ow m
any
of th
e se
rved
impr
essio
ns w
ere
inte
ract
ed w
ith.
Inte
ract
ion
Rate
(IR)
The
tota
l num
ber o
f int
erac
tions
out
of t
he to
tal n
umbe
r of s
erve
d im
pres
sions
. Im
pres
sions
with
mul
tiple
in
tera
ctio
ns a
re a
ccou
nted
for m
ultip
le ti
mes
. In
tera
ctio
ns a
re d
efin
ed a
s clic
ks, o
peni
ng (e
xpan
ding
) a
pane
l, Fl
ash
mov
ie re
play
, vid
eo m
ute,
vid
eo so
und
on, v
ideo
pau
se, f
ull s
cree
n vi
deo
mod
e st
art /
pau
se /
To q
uant
ify th
e ex
tent
to w
hich
serv
ed im
pres
sions
wer
e in
tera
cted
with
. In
tera
ctio
n Ra
te (I
R)pa
nel,
Flas
h m
ovie
repl
ay, v
ideo
mut
e, v
ideo
soun
d on
, vid
eo p
ause
, ful
l scr
een
vide
o m
ode
star
t / p
ause
/ en
d or
oth
er u
ser-d
efin
ed In
tera
ctio
ns.
inte
ract
ed w
ith.
Dwel
l Rat
e
The
num
ber o
f im
pres
sions
that
wer
e dw
elle
d up
on o
ut o
f all
impr
essio
ns.
Dwel
l is d
efin
ed a
s an
activ
e en
gage
men
t with
an
ad.
It in
clude
s pos
ition
ing
the
mou
se o
ver a
n ad
, use
r-ini
tiatio
n of
vid
eo, u
ser-i
nitia
tion
of a
n ex
pans
ion,
and
any
oth
er u
ser-i
nitia
ted
Cust
om In
tera
ctio
n. U
nint
entio
nal D
wel
l, la
stin
g le
ss th
an o
ne
seco
nd, i
s exc
lude
d.
This
prop
rieta
ry M
edia
Min
d m
etric
mea
sure
s wha
t por
tion
of im
pres
sions
wer
e in
tent
iona
lly e
ngag
ed w
ith.
Used
to
quan
tify
the
shar
e of
impr
essio
ns th
at a
ttra
cted
use
rs to
ac
tivel
y en
gage
with
an
ad.
seco
nd, i
s exc
lude
d.ac
tivel
y en
gage
with
an
ad.
User
Ave
rage
Dw
ell T
ime
(Sec
onds
)
The
aver
age
dura
tion
of a
Dw
ell.
For
impr
essio
ns th
at w
ere
dwel
led
upon
, thi
s met
ric su
ms t
he d
urat
ion
of
the
follo
win
g us
er in
itiat
ed a
ctio
ns:
The
amou
nt o
f tim
e in
whi
ch a
mou
se w
as p
ositi
oned
ove
r an
ad, u
ser-
initi
ated
vid
eo d
urat
ion,
use
r-ini
tiate
d ex
pans
ion
dura
tion
and
the
dura
tion
of a
ny o
ther
use
r-ini
tiate
d Cu
stom
Inte
ract
ion.
Uni
nten
tiona
l Dw
ell,
last
ing
less
than
one
seco
nd, i
s exc
lude
d.
For i
mpr
essio
ns th
at w
ere
dwel
led
upon
, thi
s pro
prie
tary
M
edia
Min
d m
etric
mea
sure
s the
ave
rage
dur
atio
n of
act
ive
enga
gem
ent.
Use
d to
qua
ntify
how
eng
agin
g an
ad
is to
us
ers w
ho w
ere
initi
ally
att
ract
ed to
act
ivel
y en
gage
with
it.
Click
Thr
ough
Rat
e (C
TR)
The
num
ber o
f im
pres
sions
that
resu
lted
in cl
icks o
ut o
f ser
ved
impr
essio
ns.
A hi
stor
ic m
etric
that
is u
sed
prim
arily
for S
tand
ard
Bann
ers.
For S
tand
ard
Bann
ers,
serv
es a
s the
onl
y m
easu
re o
f th
e ad
s' ef
fect
iven
ess.
Avg.
Vid
eo D
urat
ion
(Sec
onds
)Th
e av
erag
e du
ratio
n, in
seco
nds,
of th
e vi
deo
asse
ts th
at p
laye
d in
the
ad.
This
met
ric in
clude
s use
r-in
itiat
ed a
nd a
uto-
initi
ated
vid
eos.
To q
uant
ify th
e du
ratio
n of
the
vide
o th
at p
laye
d in
an
ad.
Star
ted
Rate
Th
e nu
mbe
r of t
imes
the
vid
eo a
sset
s sta
rted
out
of s
erve
d im
pres
sions
with
vid
eo.
This
met
ric in
clude
s us
er-in
itiat
ed a
nd a
uto-
initi
ated
vid
eos.
To q
uant
ify th
e nu
mbe
r of t
imes
vid
eos i
n ad
s sta
rted
pl
ayin
g.St
arte
d Ra
te
user
-initi
ated
and
aut
o-in
itiat
ed v
ideo
s.pl
ayin
g.
50%
Pla
yed
Rate
Of th
e vi
deo
asse
ts th
at st
arte
d pl
ayin
g, h
ow m
any
of th
em p
laye
d up
to 5
0% o
f the
vid
eo's
dura
tion,
out
of
star
ted
vide
o im
pres
sions
.To
mea
sure
the
prop
ortio
n of
star
ted
vide
os in
whi
ch th
e vi
deo
play
ed a
t lea
st 5
0% o
f its
tota
l dur
atio
n.
Fully
Pla
yed
Rate
Of th
e vi
deo
asse
ts th
at st
arte
d pl
ayin
g, th
e po
rtio
n of
vid
eos t
hat p
laye
d th
eir f
ull d
urat
ion.
To m
easu
re th
e pr
opor
tion
of st
arte
d vi
deos
in w
hich
the
vide
o pl
ayed
to it
s ful
l dur
atio
n.Im
pres
sions
with
Any
Th
e nu
mbe
r of i
mpr
essio
ns w
ith a
t lea
st o
ne p
anel
exp
ansio
n ou
t of s
erve
d ex
pand
able
impr
essio
ns.
This
To q
uant
ify h
ow m
any
of th
e ex
pand
able
serv
ed im
pres
sions
Im
pres
sions
with
Any
Pa
nel E
xpan
sion
Rate
The
num
ber o
f im
pres
sions
with
at l
east
one
pan
el e
xpan
sion
out o
f ser
ved
expa
ndab
le im
pres
sions
. Th
is m
etric
mea
sure
s use
r-ini
tiate
d ex
pans
ions
.To
qua
ntify
how
man
y of
the
expa
ndab
le se
rved
impr
essio
ns
had
expa
nsio
ns.
Tota
l Exp
ansio
n Ra
teTh
e to
tal n
umbe
r of p
anel
exp
ansio
ns o
ut o
f ser
ved
impr
essio
ns.
This
met
ric m
easu
res u
ser-i
nitia
ted
and
auto
-initi
ated
exp
ansio
ns.
To q
uant
ify th
e ex
tent
to w
hich
exp
anda
ble
serv
ed
impr
essio
ns w
ere
expa
nded
. Av
g. E
xpan
sion
Dura
tion
(Sec
onds
)Th
e av
erag
e tim
e a
pane
l was
exp
ande
d. T
his m
etric
mea
sure
s aut
o-in
itiat
ed a
nd u
ser-i
nitia
ted
expa
ndab
le
bann
ers.
To m
easu
re th
e tim
e th
at th
e us
er sp
ent w
ith th
e ba
nner
ex
pand
ed o
n th
e sc
reen
.
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Financial Services: Making Smart Investments in Online Advertising
Financial Services Benchmarks by Region
22
Financial Services: Making Smart Investments in Online Advertising
Financial Services Benchmarks by Country