Adsdaq Financial Vertical Category Paul Curran


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Adsdaq Financial Vertical Category Paul Curran

  1. 1. Financial Vertical Category Expanding ContextWeb’s success in the Financial Vertical Category Paul Curran November 14 th , 2008
  2. 2. Agenda <ul><li>What Financial Advertising Means to ContextWeb </li></ul><ul><li>Marketplace Situation </li></ul><ul><li>Financial Advertising Spending </li></ul><ul><li>Our Benefits in the Financial Vertical </li></ul><ul><li>Competitors </li></ul><ul><li>Trends in Online Marketing </li></ul><ul><li>Case Study: Bank of America </li></ul><ul><li>Overview </li></ul>
  3. 3. Financial Advertising: What It Means To Our Company <ul><li>Biggest spending industry we have, accounting for $9.6 Million Dollars over 2007 and YTD 2008 and 21% of our overall income </li></ul>YTD : $3.5 MM/15% of national sales 2008 +11% VS YTD 2007 YTD: $3.02 MM/ 20% of national sales Total : $5.90 MM/ 28% of national sales 2007
  4. 4. Finance Vertical Category: SWOT Analysis <ul><li>Strengths: </li></ul><ul><li>Largest online advertising industry </li></ul><ul><li>$1.4 billion accounts for 22% of online spending </li></ul><ul><li>475.2 billion impressions accounts for 26% advertising impressions online </li></ul><ul><li>29 different companies have spent at least $10 million each so far in 2008 </li></ul><ul><li>Opportunities: </li></ul><ul><li>These companies will still need to advertise their business online </li></ul><ul><li>Economy only has room to improve </li></ul><ul><li>New Administration in Office </li></ul><ul><li>Companies establish themselves as sympathetic, forward thinking and reliable in this time of crisis by utilizing the genius of contextual advertising </li></ul><ul><li>Weaknesses: </li></ul><ul><li>Crumbling economy </li></ul><ul><li>Problems in these advertisers businesses including mass lay-offs and companies changing hands very frequently creates an unstable environment </li></ul><ul><li>Companies once perceived as reliable are not anymore </li></ul><ul><li>Threats: </li></ul><ul><li>Problems in these advertiser's businesses will affect their advertising spend </li></ul><ul><li>We have seen budget cuts so far and will continue to see more as advertisers worry about keeping their heads above water </li></ul><ul><li>In a time of crisis, why should advertisers spend their money on “risky business” like contextual advertising </li></ul>
  5. 5. Insights: What does this marketplace situation mean for ContextWeb? <ul><li>Contextual Advertising is a cost effective way to reach consumers </li></ul><ul><li>Advertisers with shrinking budgets can be hesitant to venture into this new space </li></ul><ul><li>This budget crisis will have an effect on all parts of consumer advertising, but the companies that put their heads in the sand and ignore the most targeted and measurable media are sinking their business </li></ul><ul><li>The coming months will be an awesome opportunity for Contextweb to prove our merit: by working effectively with these advertisers to deliver contextually relevant ads when their businesses need them the most </li></ul>
  6. 6. At a Glance: Financial Services Industry Online Spending <ul><li>2007 YTD Spend: $1.9 Billion </li></ul><ul><li>2007 Total Spend: $2.6 Billion </li></ul><ul><li>2008 YTD : $1.4 Billion online </li></ul><ul><ul><ul><li>26 % Decline in Advertising dollars VS a year ago </li></ul></ul></ul><ul><ul><ul><li>August to October, there is a 29% decline, or a difference $190 MM VS a year ago </li></ul></ul></ul>Ad Relevance, October 2008
  7. 7. Who is Advertising? The Top Dogs of 2008 <ul><li>This top group of Advertisers has spent combined $848.2 MM in 2008 </li></ul>Ad Relevance, November 2008
  8. 8. Top Dogs Ad Relevance, November 2008
  9. 9. Our Benefits: Unique Visitors in ContextWeb Finance and Money <ul><li>Over 60 million unique visitors month </li></ul><ul><li>3X what it was in October last year </li></ul>Com Score, October 2008
  10. 10. Total Pages Viewed in ContextWeb Finance and Money <ul><li>Over 2 Billion Page Views a month </li></ul><ul><li>8X what it was in October last year </li></ul>Com Score, October 2008
  11. 11. Unique Reach <ul><li>In the time of crisis, we have the highest unique reach </li></ul>Com Score, October 2008
  12. 12. Subcategories Finance/Money Subcategory People Cookies Page Views Beginning Investing 41.4K 43.3K 74.8 Credit/Debit Loans 863.8K 946.7K 3.3M DayTrading 33.8K 36.1K 81.8K Financial News 1.7M 2.1M 7.4M Financial Planning 25.9K 26.6K 41.9K Insurance 530.6K 603.6K 6.2M Investing 309.0K 340.5K 721.4K Mutual Funds 230 244 328 Retirement Planning 336.6K 357.2K 639.7K Stocks 3.6M 4.6M 21.5M Tax Planning 481.0K 508.2K 1.1M
  13. 13. Who is Getting the Money? <ul><li>Despite having the highest category reach, unique visitors per day and page views, ADSDAQ was not close with the leaders in advertising dollars for the time of the start of the economic crisis </li></ul><ul><li>This can be attributed to these other sites having more established brands </li></ul>Ad Relevance, November 2008
  14. 14. Advertiser Spending: Bank’s Online Spend <ul><li>Financial Advertising in the online space is growing: </li></ul><ul><li>We see these businesses investing more and more in online advertising because of the accountability, optimization and success other banks have seen in the past </li></ul>EMarketer, November 2008
  15. 15. Advertiser Spending: Budget Allocations <ul><li>Banks are allocating more of their budgets to online media and venturing away from traditional media </li></ul><ul><li>Showing trust in what online vendors can do for them </li></ul>EMarketer, November 2008
  16. 16. Trends to Watch <ul><li>Customization </li></ul><ul><li>Financial players are looking to maximize traffic and revenues by delivering quality experiences to customers with distinct needs </li></ul><ul><li>Wachovia created a passel of microsites targeted around a specific offering to a particular customer segment. </li></ul><ul><li>Wachovia has gone so far as to create “vanity URLs” that further customize a user’s experience on the site. </li></ul><ul><li>Financial institutions are moving away from a broad portal approach to offering a more customized Web experience according to the individual needs of customers. </li></ul><ul><li>Citibank in 2006 made instant account opening possible on deposit accounts online. It resulted in nearly a 500% increase in new accounts. </li></ul>EMarketer, November 2008
  17. 17. Trends to Watch <ul><li>Mobile Banking </li></ul><ul><li>Banking executives project that, by 2010 or 2011, approximately one-third of all online banking customers will use mobile banking services, which will be driven by younger, more tech-savvy customers </li></ul><ul><li>The increasing numbers of Java-enabled mobile phones will make those transactions easier. </li></ul><ul><li>Social Media </li></ul><ul><li>Credit card firms such as American Express, Visa and MasterCard—known for their aggressive and relevant marketing campaigns (online and offline)—are more likely to employ social media to engage consumers than are banks </li></ul><ul><li>Web sites offering online feedback are increasingly popular in building customer loyalty and relationships and in drawing consumers to new services </li></ul><ul><li>Makes consumers more “sticky” </li></ul>
  18. 18. Case Study: Bank of America <ul><li>Background </li></ul><ul><li>As one of the Leading Banking Online Advertisers, and our biggest financial client, Bank of America has been a pioneer for online advertising </li></ul><ul><li>From 2005 to 2006 we saw a 74% increase in their online spending </li></ul><ul><li>Have the lowest amount of budget allocated to Traditional Media at 13.6% as of 2006 </li></ul><ul><li>Recently changed digital agencies (March 2008) from OMD Digital to Digitas </li></ul><ul><li>They have spent a combined $1.5 million with us in 2007 and 2008 </li></ul><ul><li>They have utilized our Contextual targeting capabilities for campaigns in Small Business, Affinity, Olympics and Deposit Savings </li></ul><ul><li>Objective of this case study is to examine why they run repeat campaigns with us and what we can do to translate this success to other financial advertisers </li></ul>
  19. 19. Bank of America and ContextWeb
  20. 20. Bank of America: Creative
  21. 21. Q4 Small Business Fundamentals <ul><li>Target: “New to the market” Small Business Owners with no employees and with a company revenue less than $100K </li></ul><ul><li>Campaign Goals: Increase awareness of the BAC Fundamental Business Package and drive enrollments to this product suite </li></ul><ul><li>Budget :$180,347.58 </li></ul><ul><li>Special Placement Considerations: Geo-Targeting to Atlanta, Chicago, Miami and NY </li></ul><ul><li>We fit their business objectives and campaign goals </li></ul>
  22. 22. Agency Comments: Why We are Recommended <ul><li>BAC Small Business Fundamentals Plan: Q4 2008 </li></ul><ul><li>Ability to target the small business owner through geo targeting and contextual targeting </li></ul><ul><li>Leverage advanced targeting to connect with SMB audience outside of endemic content </li></ul><ul><li>Advanced targeting includes: job titles, employee size, SMB behavioral and creative retargeting, page/article level contextual </li></ul>
  23. 23. How it worked AVG CTR CTR Impressions Top Level CTR Avg CTR Impr Fitness 0.142% 0.00072367 28,933 Health & Medicine 0.132% 0.00072367 79,010 Shopping 0.094% 0.00072367 167,390 Law & Politics 0.089% 0.00072367 1,263,421 Hobbies & Interests 0.083% 0.00072367 2,735,127 Business & Industry 0.083% 0.00072367 3,383,903 Education 0.071% 0.00072367 416,269 Career 0.069% 0.00072367 132,500 Finance & Money 0.069% 0.00072367 728,435 Science 0.065% 0.00072367 209,959 Religion 0.063% 0.00072367 68,307 Computers & Electronics 0.061% 0.00072367 921,920 Arts & Entertainment 0.060% 0.00072367 1,320,846 Small Business 0.056% 0.00072367 76,621 People & Relationships 0.052% 0.00072367 112,615 Travel 0.051% 0.00072367 252,932 Sports & Recreation 0.050% 0.00072367 775,115 Real Estate 0.047% 0.00072367 117,604 Parenting & Family 0.046% 0.00072367 82,377 Food & Drink 0.044% 0.00072367 100,761 Pets 0.039% 0.00072367 135,906 Style & Fashion 0.039% 0.00072367 134,712 Home & Decoration 0.025% 0.00072367 101,059 Autos 0.025% 0.00072367 320,720
  24. 24. Whats the Secret to Our Success? <ul><li>Targeted, relevant campaigns that worked </li></ul><ul><li>Resourcefulness to create custom campaigns </li></ul><ul><li>8% CTR </li></ul><ul><li>Delivering what we promise </li></ul><ul><li>The ability to work with Bank of America to deliver the advertising their business needs to succeed </li></ul>This is how we grew this business, and by implementing this same technique with other financial advertisers we can improve our sales in this industry category
  25. 25. Overview <ul><li>Budgets are being trimmed but these advertisers are not going dark </li></ul><ul><li>Rough time for these advertisers, their budgets are shrinking and they are worried about keeping their heads above water </li></ul><ul><li>Opportunity for ContextWeb to assert itself as an ally and as a cornerstone for these businesses to continue to reach advertisers by partnering with a company that combines contextual relevant ads with targeted reach </li></ul><ul><li>When times look the worst, companies need advertising the most </li></ul>