Invasion of the Aggregators


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Presentation I gave at the Financial Services Forum at Yahoo in March 2009. Essentially a look at media and search issues around insurance aggregators.

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  • Invasion of the Aggregators

    1. 1. Financial Services Forum Invasion of the Aggregators
    2. 2. According to Hitwise, who was the most searched for celebrity in the UK between October 2008 and January 2009?
    3. 3. The media landscape
    4. 5. What would an all-aggregator media plan look like
    5. 6. Audience crossover between main aggregators 10k 150k 160k 2.2m UVs 760k UVs 750k UVs Source: Google Adplanner 200k
    6. 7. Demographic breakdown of “” Aggregator sites (aggregated!) All UK online users More female More middle aged Empty nesters
    7. 8. Demographic breakdown of “” Aggregator sites (aggregated!) All UK online users Better educated Not poor
    8. 10. 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
    9. 11. Impact of trademark bidding changes at Google <ul><li>Relaxation of trademark bidding on Google from 5 May </li></ul>Recent research by Harvest suggested that the personal insurance sector was the most competitive in terms of brand bidding.
    10. 12. More than 50% of searches on ‘home insurance’ go to just two aggregators
    11. 13. More than 40% of searches for “home insurance” go to just two aggregators
    12. 14. Direct insurers doing relatively OK on “travel insurance”
    13. 15. Aggregators are starting to use online media... TOTAL ONLINE MEDIA SPEND - 2008 £393,400 £106,400 £1,212,500 £1,260,000 £48,900
    14. 16. ...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 £393,400 £106,400 £1,212,500 £1,260,000 £48,900
    15. 17. Is it all about price?
    16. 18. Searches for “cheap car insurance” are trending down
    17. 19. “ Compare car insurance” is the new kid on the block
    18. 20. The time-pressured consumer <ul><li>Doesn’t have time to research the market </li></ul><ul><li>Understands that cheapest is not best value </li></ul><ul><li>Will buy the cheapest brand they recognise </li></ul><ul><li>Cheapest in the aggregator tables is not always the most clicked </li></ul>
    19. 21. What else is new in the aggregator market?
    20. 22. ATL campaign extends into social media <ul><li>Compare the Market’s social media strategy is supporting their advertising activity </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul>
    21. 23. Some genius moments...
    22. 24. Compare the market versus compare the meerkat <ul><li>According to Hitwise visits to Compare the Market have increased by 86% This corresponds with the traffic to Compare the Meerkat’s traffic. </li></ul><ul><li>21% of the people visiting Compare the Meerkat went directly to Compare the Market. </li></ul><ul><li>So in terms of brand ‘noise’ CTM are doing well. </li></ul>
    23. 25. They have missed a few tricks...
    24. 26. But... <ul><li>Compare the Meerkat is only using social media as an alternative broadcast channel </li></ul><ul><li>Outside of Twitter, there is no real dialogue </li></ul><ul><li>But what happens when you let customers into the conversation? </li></ul>
    25. 27. Travel sector - top 10 sites by unique visitors
    26. 28. Retail sector - top 10 sites by unique visitors
    27. 29. Finance sector - top 10 sites by unique visitors
    28. 30. Moneysavingexpert overtakes Moneysupermarket
    29. 31. According to Hitwise, who was the most searched for celebrity in the UK between October 2008 and January 2009?
    30. 33. Summing up <ul><li>Consumers have moved on from ‘cheap’ to ‘compare’ </li></ul><ul><li>Brands are still important – it isn’t all about price </li></ul><ul><li>Display media seems relatively under exploited by aggregators </li></ul><ul><li>Don’t worry about aggregators – Martin Lewis is your real problem </li></ul>
    31. 34. THANK YOU <ul><li>Mike Teasdale </li></ul><ul><li>[email_address] </li></ul>