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Maximising Media Performance in the Finance Sector

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Three presentations from equimedia's finance marketing event in London on July 6th, presented by equimedia, Quantcast and Captify around the topic of driving better media performance in the financial services sector.

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Maximising Media Performance in the Finance Sector

  1. 1. @equimedia #DigitalFuturesFS Maximising Media Performance in the Finance Sector
  2. 2. @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
  3. 3. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Merging paid & natural techniques
  4. 4. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Darren Kyle Jonathan Moore Paid Search Manager SEO Group Head
  5. 5. @equimedia #DigitalFuturesFSEconsultancy / Adobe - Digital Trends in the Financial Services and Insurance Sector
  6. 6. @equimedia #DigitalFuturesFS The competitive SEO landscape
  7. 7. @equimedia #DigitalFuturesFS The competitive SEO landscape >52% of the organic page 1 results are dominated by aggregators and consumer advice sites
  8. 8. @equimedia #DigitalFuturesFS % of top 10 rankings by site type
  9. 9. @equimedia #DigitalFuturesFS But there is hope…
  10. 10. @equimedia #DigitalFuturesFS How do you stand out?
  11. 11. @equimedia #DigitalFuturesFS Track, track, track results
  12. 12. @equimedia #DigitalFuturesFS An example: Should I brand bid?
  13. 13. @equimedia #DigitalFuturesFS – 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
  14. 14. @equimedia #DigitalFuturesFS PPC used as an effective test bed SEO PPC Time Improvement
  15. 15. @equimedia #DigitalFuturesFS And dominate the SERP
  16. 16. @equimedia #DigitalFuturesFS Campaign management is key
  17. 17. @equimedia #DigitalFuturesFS  RLSA (Remarketing Lists for Search Ads)  Customer Match  Demographic Targeting  Device  Location  Time of Day / Day of Week Utilise all available targeting techniques
  18. 18. @equimedia #DigitalFuturesFS Get ahead by testing new products
  19. 19. @equimedia #DigitalFuturesFS Get ahead by testing new products
  20. 20. @equimedia #DigitalFuturesFS Get ahead by testing new products
  21. 21. @equimedia #DigitalFuturesFS Joined up SEM – a case study
  22. 22. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Human-led programmatic techniques for success
  23. 23. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Charlotte Summers Media Group Head
  24. 24. @equimedia #DigitalFuturesFS The age of programmatic
  25. 25. @equimedia #DigitalFuturesFS A changing media landscape
  26. 26. @equimedia #DigitalFuturesFS Connected Audiences
  27. 27. @equimedia #DigitalFuturesFS 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.
  28. 28. @equimedia #DigitalFuturesFS Our definition of programmatic
  29. 29. @equimedia #DigitalFuturesFS The benefits of programmatic Customised audience targeting Relevance Efficiency Reach & Scale Measurement & Optimisation
  30. 30. @equimedia #DigitalFuturesFS Think about your audience
  31. 31. @equimedia #DigitalFuturesFS Context is king!
  32. 32. @equimedia #DigitalFuturesFS Creative counts
  33. 33. @equimedia #DigitalFuturesFS Programmatic premium
  34. 34. @equimedia #DigitalFuturesFS An example from a client
  35. 35. @equimedia #DigitalFuturesFS 18% reduction in post viewable CPA H2 2015 vs H1 2014 Higher viewability standard than the industry benchmark For every attributed conversion, our activity has influenced 4 other journeys 78% of these assisted conversions saw Display as the first interaction 27% growth in volume at a 17% reduction in CPA Results
  36. 36. @equimedia #DigitalFuturesFS  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
  37. 37. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Innovation is possible in the financial services sector
  38. 38. @equimedia #DigitalFuturesFS@equimedia #DigitalFuturesFS Tiffany Stubbs Group Account Director
  39. 39. @equimedia #DigitalFuturesFSEconsultancy - Digital Trends in Financial Services
  40. 40. @equimedia #DigitalFuturesFS Finance industry: backing startups, betting on innovation
  41. 41. @equimedia #DigitalFuturesFS Growth in mobile searches Google Trends - Google Q4 Trends Reports 2015 Banking – mortgages; Aggregators – generic brand; Insurance – generic; +10.1% Banking +7.4% Aggregators +7% Insurance
  42. 42. @equimedia #DigitalFuturesFS Decline in SMS Deloitte / Ofcom
  43. 43. @equimedia #DigitalFuturesFS Ditzo: WhatsApp customer service
  44. 44. @equimedia #DigitalFuturesFS BBC News – WhatsApp for crowd-sourcing content
  45. 45. @equimedia #DigitalFuturesFS Nutmeg – Robo Advisor
  46. 46. @equimedia #DigitalFuturesFS AJ Bell – Messenger Bot
  47. 47. @equimedia #DigitalFuturesFS Simply Business – Hackathon
  48. 48. @equimedia #DigitalFuturesFS Facebook – Click to donate
  49. 49. @equimedia #DigitalFuturesFS Facebook – Click to buy
  50. 50. @equimedia #DigitalFuturesFS Calculate insurance premiums e.g. VitalityHealth Wearable Technology
  51. 51. @equimedia #DigitalFuturesFS Barclays – bPay
  52. 52. @equimedia #DigitalFuturesFS MasterCard – Selfie ID Checks 92% preferred it to standard passwords
  53. 53. @equimedia #DigitalFuturesFS MasterCard – IoT app
  54. 54. @equimedia #DigitalFuturesFS IBM – Deep Thunder
  55. 55. Any Questions?
  56. 56. @equimedia #DigitalFuturesFS
  57. 57. @equimedia #DigitalFuturesFS
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