Maximising Media Performance in the Finance Sector

@equimedia #DigitalFuturesFS

Maximising Media Performancein the Finance Sector

@equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS

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


Merging paid & natural techniques


Darren Kyle Jonathan MoorePaid Search Manager SEO Group Head

@equimedia #DigitalFuturesFSEconsultancy / Adobe - Digital Trends in the Financial Services and Insurance Sector


The competitive SEO landscape


The competitive SEO landscape>52%of the organic page 1 results are dominated by aggregators and consumer advice sites


% of top 10 rankings by site type


But there is hope…


How do you stand out?


Track, track, track results


An example:Should I brand bid?


–

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


PPC used as an effective test bed

SEO

PPC

Time

Impr

ovem en

t


And dominate the SERP


Campaign management is key


RLSA (Remarketing Lists for Search Ads)Customer MatchDemographic TargetingDeviceLocationTime of Day / Day of Week

Utilise all available targeting techniques


Get ahead by testing new products






Joined up SEM – a case study


Human-led programmatic techniques for success


Charlotte Summers

Media Group Head


The age of programmatic


A changing media landscape


Connected Audiences


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.


Our definition of programmatic


The benefits of programmatic

Customised audience targeting

Relevance Efficiency Reach & Scale

Measurement &

Optimisation


Think about your audience


Context is king!


Creative counts


Programmatic premium


An example from a client


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


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


Innovation is possible in the financial services sector


Tiffany StubbsGroup Account Director

@equimedia #DigitalFuturesFSEconsultancy - Digital Trends in Financial Services


Finance industry: backing startups, betting on innovation


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


Decline in SMS

Deloitte / Ofcom


Ditzo: WhatsApp customer service


BBC News – WhatsApp for crowd-sourcing content


Nutmeg – Robo Advisor


AJ Bell – Messenger Bot


Simply Business – Hackathon


Facebook – Click to donate


Facebook – Click to buy


Calculate insurance premiums

e.g. VitalityHealth

Wearable Technology


Barclays – bPay


MasterCard – Selfie ID Checks

92%preferred it to standard passwords


MasterCard – IoT app


IBM – Deep Thunder

Any Questions?




















































Marketing

Maximising Media Performance in the Finance Sector