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Life Insurance and COVID-19
Microsoft Advertising. Intelligent connections.
MICROSOFT ADVERTISING
Marketplace index is a composite metric built to reflect the following behaviors:
Search volume
Advertiser participation
Auction activity
Searcher intent
Signal:
Here our cluster of shorter-term moving averages has consolidated around the estimated line of normality, pulling latent longer-term moving averages with it
When there is a period with all six short-term moving averages above all six long-term moving averages, this a confirmed market uptrend
Life Insurance market is showing positive momentumINDUSTRY TRENDS
Of 5 Insurance markets, Life Insurance is one of the 2 showing positive momentum during this pandemic
Overall impressions have seen a growth since COVID-19 began
Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020
INDUSTRY TRENDS
O&O, 59%
Syndicatoon, 41%
25 1 8 15 22 29 7 14 21 28 4 11 18
January February March April
Aggregator Provider
growth in impression traffic
Providers continue to dominate O&O space
Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020
INDUSTRY TRENDS
59%
25 1 8 15 22 29 7 14 21 28 4 11 18
January February March April
Aggregator Provider
O&O networks
Aggregators dominate and take greater advantage in Syndication space
Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020
INDUSTRY TRENDS
41%
25 1 8 15 22 29 7 14 21 28 4 11 18
January February March April
Aggregator Provider
syndication volume
Ad Density saw large fluctuations by traffic source
Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020
INDUSTRY TRENDS
1/1/
2020
1/4/
2020
1/7/
2020
1/10
/202
01/
13/2
020
1/16
/202
01/
19/2
020
1/22
/202
01/
25/2
020
1/28
/202
01/
31/2
020
2/3/
2020
2/6/
2020
2/9/
2020
2/12
/202
02/
15/2
020
2/18
/202
02/
21/2
020
2/24
/202
02/
27/2
020
3/1/
2020
3/4/
2020
3/7/
2020
3/10
/202
03/
13/2
020
3/16
/202
03/
19/2
020
3/22
/202
03/
25/2
020
3/28
/202
03/
31/2
020
4/3/
2020
4/6/
2020
4/9/
2020
4/12
/202
04/
15/2
020
4/18
/202
04/
21/2
020
4/24
/202
04/
27/2
020
4/30
/202
05/
3/20
20
O&O Syndication
O&O traffic
Syndication
COVID-19 seems to generate more interest in life insurance among young adults and younger seniors
Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020
INDUSTRY TRENDS
3.2%3.5% 3.6%
February March April
9.6%10.0% 10.1%
February March April
32.0% 32.1%32.8%
February March April
Life Insurance click share by age
As a result, those typically concerned with Life Insurance comprised a lesser proportion of the clicks
Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020
INDUSTRY TRENDS
26.0%25.4%
24.8%
February March April
29.1%28.8%
28.6%
February March April
Life Insurance click share by age
Of the top 10 providers, half made large* changes post pandemic announcements
*% increases compared to pre-pandemic metrics greater than 100Change Report, Ad copy analysis, Bing internal data, top 10 life insurance providers, Jan 1- May 20, 2020
INDUSTRY TRENDS
Pre (Jan-Mid March) Post (Mid March-May)
No. of ad changes after Pandemic Announcements
Added Changed
+247%
-1%
After pandemic announcements, more ad changes were made to highlight “protection” and “help” instead of “rate”
Change Report, Ad copy analysis, Bing internal data, top 10 life insurance providers, Jan 1- May 20, 2020
INDUSTRY TRENDS
Family
Similarly, in ad copy callouts, there is a big shift from rate/$ incentives to protection in uncertain times
Change Report, Ad copy analysis, Bing internal data, top 10 life insurance providers, Jan 1- May 20, 2020
INDUSTRY TRENDS
Family
The Learnings for Life Insurance
Embrace the behavior changes after Covid Optimize age group targeting to
respond to the increased product interest among younger seniors
Optimize ad copies to reflect how you could help in the uncertain time
The full advantage of the positive momentum Bing marketplace shows positive
momentum in Life Insurance. Take great advantage of syndication for expanded audience reach.
Strategies and recommendations
Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19
