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AM Best Insurance Marketing & Advertising Summit Emerging Trends in Digital Marketing for Insurance Susan Engleson, Director November 5, 2009.

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Presentation on theme: "AM Best Insurance Marketing & Advertising Summit Emerging Trends in Digital Marketing for Insurance Susan Engleson, Director November 5, 2009."— Presentation transcript:

1 AM Best Insurance Marketing & Advertising Summit Emerging Trends in Digital Marketing for Insurance Susan Engleson, Director November 5, 2009

2 2 © comScore, Inc. Proprietary and Confidential. Agenda General Internet Trends Online Advertising Mobile

3 3 © comScore, Inc. Proprietary and Confidential. General Internet Trends

4 4 © comScore, Inc. Proprietary and Confidential. A Snapshot of US Internet Activity In July 2009: 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 searches Source: comScore Media Metrix, July 2009 comScore qSearch, July 2009 e-Commerce Reports, July 2009

5 5 © comScore, Inc. Proprietary and Confidential. 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

6 6 © comScore, Inc. Proprietary and Confidential. 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.

7 7 © comScore, Inc. Proprietary and Confidential. 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.

8 8 © comScore, Inc. Proprietary and Confidential. Online Video Viewing is Growing Strongly with Significant Growth Potential Total US Streaming Minutes and Video Views 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%. 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 2008July 2009 Hours per Viewer Videos per Viewer Minutes per Video Source: comScore Video Metrix, July 2009

9 9 © comScore, Inc. Proprietary and Confidential. Streaming in Insurance Source: comScore Video Metrix, September 2009

10 10 © comScore, Inc. Proprietary and Confidential. Online Advertising

11 11 © comScore, Inc. Proprietary and Confidential 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, % -12%+22% -15% +32%+30% +35%+26%+10%

12 12 © comScore, Inc. Proprietary and Confidential. Search accounts for more than twice as much online advertising revenue as banner ads. Internet Advertising Revenues by Ad Format Sponsorship Leads/ Referrals Classifieds Banner Ads Search Source: IAB Internet Advertising Revenue Report, 2008 Rich Media Video

13 13 © comScore, Inc. Proprietary and Confidential. 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.

14 14 © comScore, Inc. Proprietary and Confidential. Who are the top insurance display advertisers in the online market? Source: comScore Ad Metrix, July Of The Top 10 Advertisers In The Insurance Category Are Aggregator Sites Total Insurance Online Ad Impressions

15 15 © comScore, Inc. Proprietary and Confidential. Clicks on Display Ads Are a Misleading Metric and Dont Reflect Brand-Building Effects Click rates on online display ads have fallen dramatically in recent years to levels under 0.1% Clicks dont measure all of a campaigns sales impact nor the cumulative (latent) impact of ads Clicks dont tell you anything about brand building effects Optimizing for high click rates does not necessarily improve campaign performance

16 16 © comScore, Inc. Proprietary and Confidential. 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 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

17 17 © comScore, Inc. Proprietary and Confidential. Another Strategy Insurance Companies Use for Brand Building is Microsites. State Farm, Allstate, and American Family All Have Teen Driving Sites. Betterteendriving.com: 46K Visitors Allstateteendriver.com Teensafedriver.com

18 18 © comScore, Inc. Proprietary and Confidential. Liberty Mutual Advertises (Online and Offline) Two Microsites – Responsibilityproject.com and Whatsyourpolicy.com. Visitors: QE Aug 08 – 352K QE Aug 09 – 188K Visitors: QE Aug 08 – 526K QE Aug 09 – 1,775K Total Display Ads Viewed (in Millions) QE Aug 2009

19 19 © comScore, Inc. Proprietary and Confidential. Mobile

20 20 © comScore, Inc. Proprietary and Confidential. 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 Media 34% Just Voice 35%

21 21 © comScore, Inc. Proprietary and Confidential. 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

22 22 © comScore, Inc. Proprietary and Confidential. 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

23 23 © comScore, Inc. Proprietary and Confidential. iPhone Has the Youngest, Most Affluent, and Most Highly Educated Users Among Smartphones All Mobile Subscribers All SmartphonesMicrosoftRIMApple 233M33.8M6.9M 14.2M7.8M Age % % % Income $75k to <$100k14.8% $100k+26.9% Education Bachelors degree22.0% Graduate degree12.2%

24 24 © comScore, Inc. Proprietary and Confidential. 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)

25 25 © comScore, Inc. Proprietary and Confidential. 36% of respondents stated that visiting their financial institution/insurance providers 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)

26 26 © comScore, Inc. Proprietary and Confidential. 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)

27 27 © comScore, Inc. Proprietary and Confidential. 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 2009 n = 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)

28 28 © comScore, Inc. Proprietary and Confidential. 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?

29 29 © comScore, Inc. Proprietary and Confidential. 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 2009 n = 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%)

30 30 © comScore, Inc. Proprietary and Confidential. 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

31 31 © comScore, Inc. Proprietary and Confidential. Automotive Provides the Top Non-Mobile Sector for Mobile Banner Ads Product: Ad Metrix Mobile Data: Three month average ending June 09 Country: US

32 32 © comScore, Inc. Proprietary and Confidential. Several Insurance Sites Are Advertising Via Mobile Banners Source: Ad Metrix Mobile Data: August 2009 Country: US mlb.com Mobile Yahoo! Mobile abc.com Mobile 411.com Mobile Perez Hilton Mobile USA Today Mobile ESPN Mobile NASCAR Mobile Insurance Mobile Banner Creatives and Top Publisher Sites

33 33 © comScore, Inc. Proprietary and Confidential. Emerging Trends

34 34 © comScore, Inc. Proprietary and Confidential. 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


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