Financial Services Forum Invasion of the Aggregators

According to Hitwise, who was the most searched for celebrity in the UK between October 2008 and January 2009?

The media landscape

What would an all-aggregator media plan look like

Audience crossover between main aggregators 10k 150k 160k 2.2m UVs 760k UVs 750k UVs Source: Google Adplanner 200k

Demographic breakdown of “aggregator.com” Aggregator sites (aggregated!) All UK online users More female More middle aged Empty nesters

Demographic breakdown of “aggregator.com” Aggregator sites (aggregated!) All UK online users Better educated Not poor

Importance of aggregators 59% of insurance purchases involved 1+ visit to an aggregator during the research process. 10% of searches comes from aggregator terms. Comscore Custom analysis, Uk Population Q3,2007

Impact of trademark bidding changes at Google Relaxation of trademark bidding on Google from 5 May Recent research by Harvest suggested that the personal insurance sector was the most competitive in terms of brand bidding.

Relaxation of trademark bidding on Google from 5 May

More than 50% of searches on ‘home insurance’ go to just two aggregators

More than 40% of searches for “home insurance” go to just two aggregators

Direct insurers doing relatively OK on “travel insurance”

Aggregators are starting to use online media... TOTAL ONLINE MEDIA SPEND - 2008 Gocompare.com £393,400 ComparetheMarket.com £106,400 MoneySupermarket.com £1,212,500 uSwitch.com £1,260,000 Confused.com £48,900

...but their spend is dwarfed by the big finance brands TOTAL ONLINE MEDIA SPEND - 2008 Aviva - Norwich Union £9,621,900 Churchill Insurance £1,357,500 Direct Line £1,859,900 Gocompare.com £393,400 ComparetheMarket.com £106,400 MoneySupermarket.com £1,212,500 uSwitch.com £1,260,000 Confused.com £48,900

Is it all about price?

Searches for “cheap car insurance” are trending down

“ Compare car insurance” is the new kid on the block

The time-pressured consumer Doesn’t have time to research the market Understands that cheapest is not best value Will buy the cheapest brand they recognise Cheapest in the aggregator tables is not always the most clicked

Doesn’t have time to research the market

Understands that cheapest is not best value

Will buy the cheapest brand they recognise

Cheapest in the aggregator tables is not always the most clicked

What else is new in the aggregator market?

ATL campaign extends into social media Compare the Market’s social media strategy is supporting their advertising activity The unique character of the Meerkat has enabled him to use social media platforms such as Twitter to build relationships with users & engage them with the brand Though completely unrelated to insurance, the character is given a personality with humorous and entertaining substance that can’t help but draw attention to the brand resulting in high brand recall

Compare the Market’s social media strategy is supporting their advertising activity

The unique character of the Meerkat has enabled him to use social media platforms such as Twitter to build relationships with users & engage them with the brand

Though completely unrelated to insurance, the character is given a personality with humorous and entertaining substance that can’t help but draw attention to the brand resulting in high brand recall

Some genius moments...

Compare the market versus compare the meerkat According to Hitwise visits to Compare the Market have increased by 86% This corresponds with the traffic to Compare the Meerkat’s traffic. 21% of the people visiting Compare the Meerkat went directly to Compare the Market. So in terms of brand ‘noise’ CTM are doing well.

According to Hitwise visits to Compare the Market have increased by 86% This corresponds with the traffic to Compare the Meerkat’s traffic.

21% of the people visiting Compare the Meerkat went directly to Compare the Market.

So in terms of brand ‘noise’ CTM are doing well.

They have missed a few tricks...

But... Compare the Meerkat is only using social media as an alternative broadcast channel Outside of Twitter, there is no real dialogue But what happens when you let customers into the conversation?

Compare the Meerkat is only using social media as an alternative broadcast channel

Outside of Twitter, there is no real dialogue

But what happens when you let customers into the conversation?

Travel sector - top 10 sites by unique visitors

Retail sector - top 10 sites by unique visitors

Finance sector - top 10 sites by unique visitors

Moneysavingexpert overtakes Moneysupermarket

According to Hitwise, who was the most searched for celebrity in the UK between October 2008 and January 2009?

Summing up Consumers have moved on from ‘cheap’ to ‘compare’ Brands are still important – it isn’t all about price Display media seems relatively under exploited by aggregators Don’t worry about aggregators – Martin Lewis is your real problem

Consumers have moved on from ‘cheap’ to ‘compare’

Brands are still important – it isn’t all about price

Display media seems relatively under exploited by aggregators

Don’t worry about aggregators – Martin Lewis is your real problem

THANK YOU Mike Teasdale [email_address]

Mike Teasdale

[email_address]