Display Advertising Trends in the Financial Services Industry

February 15, 2011

Susan Engleson Kleinman, Director

Webinar Housekeeping Items

These slides will be sent to all attendees within 48 hours

Please submit questions using the question feature in GoToWebinar

comScore, Inc.

Proprietary.

Agenda
Top financial services display advertisers in 2010

Growth in financial services display advertising

New techniques in campaign optimization Measuring the effectiveness of financial services campaigns

comScore, Inc.

Proprietary.

Top Display Advertisers in 2010 Overall and in Financial Services

comScore, Inc.

Proprietary.

Top Overall Display Advertisers of 2010

Top Display Advertisers in 2010

AT&T Inc. Verizon 66,683 94,096

Scottrade, Inc.
Experian Interactive eBay, Inc. IAC - InterActiveCorp Progressive Sprint Nextel Netflix, Inc. Apollo Group 0
comScore, Inc. Proprietary.

59,014
53,995 36,828 30,592 30,202 30,196 29,643 26,991 50,000
5

Impressions in 2010 (Millions)

100,000 Thousands

*Based on images that are IAB standard size or served on a known ad network. Experian is inclusive of Classes USA, LowerMyBills, ConsumerInfo/FreeCreditScore, FreeCreditReport.com

Top Financial Services Display Advertisers of 2010

Top Financial Services Display Advertisers in 2010

Scottrade Progressive LowerMyBills FreeScore.com Intuit / TurboTax American Express Allstate ING Group 20,557 17,287 14,563 13,682 10,728 10,567 Impressions in 2010 (Millions) 30,202 59,014

LendingTree
Equifax 0
comScore, Inc.

10,228
9,504 50,000
*Based on images that are IAB standard size or served on a known ad network.
Proprietary.

Thousands

LowerMyBills is part of Experian. FreeScore.com is part of Privacy Matters 1-2-3.

Top Display Ad Creative Images (Actual Size)

Not all ads are created equal!
#1

#2

#3

It is important to know what ads your competitors are running and where
the ads are running
comScore, Inc. Proprietary.

*Based on images that are IAB standard size or served on a known ad network.

December Creative Summary

Scottrade Progressive

comScore, Inc.

Proprietary.

*Based on images that are IAB standard size or served on a known ad network.

Another key variable is frequency the same number of impressions may be reaching very different numbers of people.

Average Frequency in December 2010

40.0 35.0 30.0 25.0 20.0 15.0 10.0 5.0 0.0
34.3 24.8 24.0 17.3 14.5 12.3 12.3 12.3 11.6 10.7 9.1

7.6

7.1

5.1

comScore, Inc.

Proprietary.

Growth In Financial Services Display Advertising

comScore, Inc.

Proprietary.

10

*Based on images that are IAB standard size or served on a known ad network.

Growth In Financial Services Advertising Investments/Brokerage

Impressions for Investment/Brokerage Companies

3,000,000
2,500,000 2,000,000 1,500,000 +143% Y/Y

1,000,000
500,000 0

Schwab Vanguard Group TD Ameritrade E*Trade Fidelity

comScore, Inc.

Proprietary.

11

Scottrade not included. Based on images that are IAB standard size or served on a known ad network.

Top Publishers for Investments/Brokerage Ads

100.0 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0

% of Investments/Brokerage Ads with Top Publishers in 2010

New York Times Digital Google Sites TheStreet.com Sites Dow Jones & Company Turner Digital AOL, Inc. Microsoft Sites Yahoo! Sites

comScore, Inc.

Proprietary.

12

Other publishers for Vanguard include Demand Media, Wikia Sites, MediaTakeOut.com, Facebook, and Comcast. Other publishers for Schwab include Investors.com and Nasdaq. Fox News is a key publisher for Fidelity.

Growth In Financial Services Advertising Banking & Credit Card

Impressions for Banking & Credit Card Companies

9,000,000
8,000,000 +28% Y/Y PNC Ally Bank TD Bank Group JPMorgan Chase Discover Citigroup Capital One HSBC Bank of America ING Group American Express

7,000,000
6,000,000

5,000,000
4,000,000

3,000,000
2,000,000

1,000,000
0

comScore, Inc.

Proprietary.

13

Based on images that are IAB standard size or served on a known ad network.

Amex and ING had the most ads among banking and credit card companies, but Chase, BofA, HSBC, and Capital One all had over 5 billion impressions in 2010.

Total Display Ad Impressions in 2010 (billions)

16 13.68 14 12 10.57 10 6.99 8 6.06 5.47 5.39 6 3.45 2.97 2.87 4 2.60 1.48 0.93 0.78 2 0

comScore, Inc.

Proprietary.

14

Based on images that are IAB standard size or served on a known ad network.

Over the course of the year, Chase moved towards less credit card advertising while Discover moved toward more credit card ads.

Display Ad Impression Distribution by Ad Content

Q1 2010
9% 37% 51% 52% 38% 76% 63% 47% 46% 32% 15% 4% Credit Card Acquisition Other Products 2% 2% 30% 9% 9% Branding

Q3 2010
2%
4% 5%

10% 55% 62%

7%

6%

<1%

59% 61% 79%

91%

87%

98%

86% 40% 38% 34% 32%

21%

comScore, Inc.

Proprietary.

15

Growth In Financial Services Advertising P&C Insurance

Display Ad Impressions - Insurance

5,000,000 4,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 +57% Y/Y

The Hartford American Family Nationwide SafeAuto Liberty Mutual Travelers GEICO State Farm Allstate

comScore, Inc.

Proprietary.

16

Progressive not included.

Several life and health insurers are among the top 20 insurance online display advertisers.

Additional Insurance Advertisers 2010 Total Impressions (millions)

MetLife AccuQuote Kaiser Permanente WellPoint Aetna Amica USAA Esurance UnitedHealth Group Assurant Mercury General 0
comScore, Inc. Proprietary.

2,090 1,537 1,231 919 613 595 545 507 471 411 385 1,000
17

2,000

3,000

New Techniques in Campaign Optimization & Measuring the Effectiveness of Financial Services Campaigns

comScore, Inc.

Proprietary.

18

How do I measure the effectiveness of and optimize my display ad campaign?

Campaign Delivery Measurement
Measure: Who saw the campaign? Optimize: Which publishers are hitting my target best?

Behavioral Measurement
Not clicks! Measure latent impacts in behavior versus a matched control group

Attitudinal Measurement
Measure awareness, favorability, intent, and other attitudinal metrics

Creative Testing
Know before an ad ever runs whether it will be successful

comScore, Inc.

Proprietary.

19

Campaign Measurement & Optimization Case Study #1 One Campaign, Five Publishers
Publisher #1 Publisher #2 Publisher #3

Publisher #4

Publisher #5 The performance of publishers #4 and #5 is unacceptable and action may need to be taken.

comScore, Inc.

Proprietary.

20

Campaign Measurement & Optimization Case Study #2 One Campaign, Four Publishers
Publisher #1 Publisher #2 Publisher #3

Publisher #4 While some publishers did a great job hitting the west coast, others did a great job hitting the east coast. Some publishers hit areas in the midwest or south that were not the target.

comScore, Inc.

Proprietary.

21

The comScore Campaign Essentials Portal Provides Daily Data on Your Campaign

Campaign Essentials includes key measures, such as: Person-level Demographics Reach/ Frequency Gross Rating Points Placement Total Campaign

Publisher

by
Creative

Daily Flighting Patterns

Demographic Target
comScore, Inc. Proprietary.

22

Campaign Essentials Reach Profile

comScore, Inc.

Proprietary.

23

Campaign Essentials Reach Opportunity, Frequency Distribution, & Media Efficiency

comScore, Inc.

Proprietary.

24

Behavioral Measurement Case Study #1 Lift in Site Visitation and Reach

Did the campaign drive site visitation? How long is the latent impact?
Visits to Advertiser Sites per 000 Site Visitation Reach

comScore, Inc.

Proprietary.

25

Behavioral Measurement Case Study #2 Share of Visits Among Competitive Set

Did the campaign increase my share of visits?

comScore, Inc.

Proprietary.

26

Attitudinal Measurement The Challenges in Finding a Control

% Reach of Display Advertising to the Total Internet December 2010

80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0

69

62

61

54

53

49

47

46

45

43

In December, Scottrade had 94% reach on the Yahoo! Homepage and Progressive had over 40% reach. Amex had over 50% reach on Yahoo! Mail. The people who are not exposed are not the same as the people who are exposed.

PSAs used to recruit control for research are not the same placements that you are buying. PSAs will generally not be behaviorally targeted whereas ads might be very targeted.
comScore, Inc. Proprietary.

27

What is Smart Control?

Similar in design to widely-accepted Marketing Mix Models,

Smart Control is the industrys first model-based approach

to measuring the effectiveness of online branding

campaigns, which eliminates the need for a control group.

The model creates a frequency response curve based on a variety of ad exposure inputs. The Smart Control is derived by setting the level of ad exposures equal to zero in the model.

comScore, Inc.

Proprietary.

28

Why Smart Control?

No control means
Money saved Greater efficiency More accuracy

Deeper insights

comScore, Inc.

Proprietary.

29

So much effort goes into the targeting aspects of digital media

comScore, Inc.

Proprietary.

30

Yet, creative which accounts for over half of the impact of an ad has been largely ignored.
Dont get left holding the bag for poor creative Regardless of the medium, advertisings goal is the same

Media Plan & Weight, Price, Other 48%

Ad Quality 52%

Build a ConsumerBrand Connection & Drive Sales

% Influence on Market Share Shifts

Source: Source: comScore ARS Global Validation Summary

*comScore ARS Global Validation Summary includes an evaluation of 396 TV ad campaigns, utilizing sales data from R. L. Polk New Vehicle Registration, IMS HEALTH, IRI InfoScan, comScore, Inc. Proprietary. Markettrack, Nielsen SCANTRACK or Nielsen Retail Index.

31

Strategic Drivers are Used at a Much Lower Rate in Digital Ads

Percent of Ads Containing Element Digital Display Ads1 (Rich Media, Banners, Rectangles)
Brand Differentiating Key Message 17%

Television Ads1
31%

New Product/New Feature Information

Product Convenience (explicit & stated) Competitive Comparison Superiority Claim

19%
0% 10% 13%

44%
9% 24% 26%

1Cases

drawn from comScore ARS test databases and balanced by category (n=100 for digital display ads, n=3,681 for Television Ads)
comScore, Inc. Proprietary.

32

But When Used, Campaigns Are More Likely to Drive Sales

Percent Lift in Sales (Exposed vs. Control) for Various Campaigns 100
75.0 75.9 80.0
Elements present Elements not present

75
48.0 48.4 31.1 32.0 33.4

50

25
6.0 7.3 0.0

21.8

-25

-20.6
comScore, Inc. Proprietary.

33

Source: comScore blinded case studies; September 2010

Realize The Full Impact Of Digital Advertising Through Pre-testing The Copy
Eliminate poor ads

Learn what is working to apply to future campaigns

Increase likelihood of success, particularly for high impact placements
(homepage takeovers)

comScore ARS
Pioneers in ad copy-testing with more than 40 years of experience Acquired by comScore in early 2010 to enhance digital offering

Largest repository of successful and unsuccessful advertising

campaigns Clients include many of the worlds largest brands

Winner of coveted P&G Supplier Excellence Award 2008

comScore, Inc.

Proprietary.

34

Types of Ad Copy Testing

Digital Pre-Test
Survey consumers Measures feelings, thoughts and intensions Identifies areas for ad improvement Provides direction for future ad development

Technical Scoring
Provides comparative rank of creatives

Provides technical score based on ad elements that are drivers of strong

performance

comScore, Inc.

Proprietary.

35

In Summary

comScore, Inc.

Proprietary.

36

Key Takeaways
Display advertising in financial services grew substantially in 2010 It is crucial to understand what your competition is doing; you can get this
information in:
comScore Ad Metrix comScore eMarketing Dashboards

There are innovative new ways to measure and optimize campaigns

Campaign Delivery Measurement
Attitudinal Measurement Behavioral Measurement Creative Testing

comScore, Inc.

Proprietary.

37

How can comScore help measure and optimize my campaigns?

comScore Campaign Essentials
Measure: Who saw the campaign? Optimize: Which publishers are hitting my target best?

comScore Action Lift

Behavioral Measurement but not clicks! Measure latent impacts in behavior versus a matched control group

comScore Brand Survey Lift

Measure awareness, favorability, intent, and other attitudinal metrics

Smart Control comScores revolutionary approach to measuring lift

comScore ARS Ad Copy Testing

Know before an ad ever runs whether it will be successful ARS has over 40 years of experience in ad copy testing

comScore, Inc.

Proprietary.

38

Questions? Thank You!

For more information: Susan Engleson Kleinman, skleinman@comscore.com