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AM Best Insurance Marketing & Advertising Summit

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

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Title: AM Best Insurance Marketing & Advertising Summit


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

2
Agenda
  • General Internet Trends
  • Online Advertising
  • Mobile

3
  • General Internet Trends

4
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
5
What Properties are Driving Web Usage?
Facebook.com had 87.7MM UVs in July 09
  • 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

6
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
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
Online Video Viewing is Growing Strongly with
Significant Growth Potential
  • 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
Source comScore Video Metrix, July 2009
9
Streaming in Insurance
  • Source comScore Video Metrix, September 2009

10
  • Online Advertising

11
2008 Internet Advertising Revenues Showed
Positive Growth But Did Not Keep Pace With
Previous Years
Internet Advertising Revenues (B)
Source IAB Internet Advertising Revenue Report,
2008
12
Search accounts for more than twice as much
online advertising revenue as banner ads.
Internet Advertising Revenues by Ad Format
Leads/ Referrals
Rich Media
Sponsorship
E-mail
Search
Banner Ads
Classifieds
Video
Source IAB Internet Advertising Revenue Report,
2008
13
Who are the top display advertisers in the online
market?
  • Source comScore Ad Metrix, June 2009

14
Who are the top insurance display advertisers in
the online market?
  • Source comScore Ad Metrix, July 2009

15
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
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

Offline Sales Effectiveness Studies
Average lift was 22
82 of campaigns showed a positive sales or unit
lift
Percent Lift in Dollar Sales
Source comScore Advertising Effectiveness Studies
17
Another Strategy Insurance Companies Use for
Brand Building is Microsites. State Farm,
Allstate, and American Family All Have Teen
Driving Sites.
Allstateteendriver.com
Betterteendriving.com 46K Visitors
Teensafedriver.com
18
Liberty Mutual Advertises (Online and Offline)
Two Microsites Responsibilityproject.com and
Whatsyourpolicy.com.
Total Display Ads Viewed (in Millions) QE Aug 2009
www.responsibilityproject.com Visitors QE Aug 08
526K QE Aug 09 1,775K
www.whatsyourpolicy.com Visitors QE Aug 08
352K QE Aug 09 188K
19
  • Mobile

20
34 (80.1 million) of Mobile Users Browse, Use an
Application or Download. 14 of Mobile Users
have a SmartPhone.
  • Product MobiLens
  • Data Three month average ending June 09
  • Country US - N 33,453
  • Smartphone Apple, RIM, Windows, Google, Palm,
    Symbian

21
Mobile Media Users (Mobile Browsers, Application
Users and Downloaders) Are Growing 20 Year Over
Year
  • Product MobiLens
  • Data Three month average ending June 09
  • Country US - N 33,453

22
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
iPhone Has the Youngest, Most Affluent, and Most
Highly Educated Users Among Smartphones
24
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

25
36 of respondents stated that visiting their
financial institution/insurance providers
website was the primary method for completing
transactions.
Q. Please select your PRIMARY method for
completing financial and insurance transactions
(please select only one answer)
  • Source comScore Mobile Financial Survey,
    February 2009
  • n 1,713

26
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
27
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

28
More than 60 of respondents stated they would
never use their mobile device to access their
auto insurance account.
Q. Would you be interested in accessing your auto
insurance account via your mobile phone if it was
available in the future?
  • Source comScore Mobile Financial Survey,
    February 2009
  • n 1,713

29
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

30
25 of Mobile Owners Are Now Receiving Text
Message Ads, a 32 Year Over Year Growth
  • Product MobiLens
  • Data Three month average ending June 09
  • Country US - N 33,453

31
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
Several Insurance Sites Are Advertising Via
Mobile Banners
Insurance Mobile Banner Creatives and Top
Publisher Sites
abc.com Mobile 411.com Mobile Perez Hilton
Mobile USA Today Mobile
mlb.com Mobile Yahoo! Mobile
NASCAR Mobile
ESPN Mobile
  • Source Ad Metrix Mobile
  • Data August 2009
  • Country US

33
  • Emerging Trends

34
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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