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Financial Services: Online Marketing and AdvertisingPublished by: eMarketer Published: Aug. 1, 2005 - 26 Pages Table of ContentsImpetus US Advertising Spending by Financial Services Companies, by Media, 2003 & 2004 (as a % of total spending) Overview Issues and Questions The eMarketer Outlook Implications for Your Business A. Online Finance: Usage and Demographics Online Financial Activities over the Past 12 Months among US Adult Internet Users, February 2000 & November 2004 (as a % of respondents) US Online Financial Services Site Categories, February 2005 (as a % increase/decrease in unique audience vs. prior year) Number of Times per Month that US Adults* Conduct Select Online Personal Banking Activities, 2002 & 2004 Online Banking Customers among the Top 10 Banks, Q4 2002-Q1 2005 (in thousands and as a % increase vs. prior quarter and prior year) Demographics of Online Finance Users Demographic Profile of US Internet Users Who Look for Financial Information Online, November 2004 (as a % of respondents in each group) Demographic Profile of Online Banking Users in the US, October 2002 & November 2004 (as a % of respondents in each group) Rich Media/Broadband Online Banking Users in the US, by Connection Speed at Home, October 2002 & November 2004 (as a % of respondents in each group) US Online Banking Households Using Broadband, 2004 & 2008 (in millions and as a % of broadband households) B. Ad Spending, Online and Offline US Advertising Spending by Financial Services Companies, by Media, 2004 (in millions and as a % of total spending) US Advertising Spending by Financial Services Companies, by Media, 2003 & 2004 (as a % of total spending) Top 10 Online Advertising Categories in the US, 2004 (in millions and as a % of total ad spending) Top Five Industries in the US, Ranked by Online Advertising Spending, June 2005 Online Advertising Impressions, by Industry Category, 12 months ending February 2005 (as a % of total) The Impact of Search Online* Advertising Spending by Financial Services Firms, 2003 & 2004 (in millions) US Online Advertising Spending, by Major Industry Category, 2003 & 2004 (as a % of total online ad spending) Paid Search Keyword Price Index* for US Financial Services Categories, September 2004-June 2005 Increase in Brand Awareness Resulting from Exposure to Online Financial Services Advertising, Q1 2005 (in percentage points) Impact of Rich Media and Non-Rich Media Financial Services Advertising on Brand Awareness, Q1 2005 (in percentage points) C. Online Display Ad Expenditures, by Segment US Total Measured Media and Online Display Advertising Spending among the Top 10 Bank, Broker, Insurance, Credit, Mortgage and Mutual Fund Advertisers, Q1 2005 (in thousands and as a % of total ad spending) Online Advertising Impressions, by Financial Industry Subcategory, 12 months ending February 2005 (as a % of total financial industry category impressions) Brokerages US Advertising Spending by the Top 25 Brokerage Advertisers, by Media, 2004 (in thousands, as a % increase/decrease vs. prior year and as a % share of total spending) US Total Measured Media and Online Display Ad Spending among the Top 10 Brokerage Advertisers, 2004 (in thousands and as a % of total spending) Top 20 Investment Brokerage Firms, Ranked by US Online Display Advertising Spending, 2004 (in thousands) Credit Card US Advertising Spending by the Top 10 Credit Card Advertisers, by Media, 2004 (in thousands, as a % increase/decrease vs. prior year and as a % share of total spending) US Total Measured Media and Online Display Advertising Spending among the Top 10 Credit Card Advertisers, 2004 (in thousands and as a % of total spending) Banks US Advertising Spending by the Top 100 Bank Advertisers, by Media, 2004 (in millions, as a % increase/decrease vs. prior year and as a % share of total spending) US Total Measured Media and Online Display Advertising Spending among the Top 10 Bank Advertisers, 2004 (in thousands and as a % of total spending) Mortgage/Lending US Advertising Spending by the Top 25 US Mortgage/Lending Advertisers, by Media, 2004 (in thousands, as a % increase/decrease vs. prior year and as a % share of total spending) Top 20 Finance and Mortgage Firms, Ranked by US Online Display Advertising Spending, 2004 (in thousands) US Total Measured Media and Online Display Advertising Spending among the Top 10 Mortgage/Lending Advertisers, 2004 (in thousands and as a % of total spending) Insurance US Advertising Spending by the Top 25 Insurance Advertisers, by Media, 2004 (in thousands, as a % increase/decrease vs. prior year and as a % share of total spending) US Online Display Ad Spending among the Top 10 Insurance Advertisers, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year) Mutual Funds US Advertising Spending by the Top 25 Mutual Fund Advertisers, by Media, 2004 (in thousands, as a % increase/decrease vs. prior year and as a % share of total spending) Top 10 Mutual Fund Companies, Ranked by US Online Display Advertising Spending, 2004 (in thousands) US Total Measured Media and Online Display Advertising Spending among the Top 10 Mutual Fund Advertisers, 2004 (in thousands and as a % of total spending) D. Online Financial Marketing: Key Trends Security: Fight or Flight? US Consumers* Who Feel Financial Institutions Are Responsible for Identity Theft Protection, July-August 2004 (as a % of respondents) The Benefits of Search Advertising US Online Adults Who Say the Internet Is Their Primary Method for Researching Select Financial Services Products and Services, April 2005 (as a % of respondents) US Adult Online Financial Information Seekers Who Use Search Engines to Research or Purchase Brokerage Products or Services, February 2005 (as a % of respondents) Search Term Types Used by US Internet Users When Searching for Financial Services Information Online, September 2004-February 2005 (as a % of respondents) Brokerage Research and Purchasing Activities among US Adult Online Financial Information Seekers, February 2005 (as a % of respondents) Post-Search Behavior of US Adult Online Financial Information Seekers Who Used a Search Engine to Research Brokerage Products or Services, February 2005 (as a % of respondents) Methods that US Financial Services Searchers Used to Open Financial Accounts, September 2004-February 2005 (as a % of respondents) Conversion Rates of US Internet Users Who Search for Financial Information Online, September 2004-February 2005 (as a % of respondents) The Power of Youth Top 10 Site Genres Where Financial Services Companies Advertise, April 2005 (in thousands of impressions and % share) Switching Is Easy, Staying Is Harder Effect of the Internet on the Attitudes of US Online Consumers toward Financial Services, April 2005 (as a % of respondents*) Percent of US Online Households Who Will Consider Their Bank for Their Next Financial Purchase, 2004 The Blurring Online/Offline Mix Source Where US Online Financial Services Consumers First Heard about Online Account Access, April 2005 (as a % of respondents) Method of First Hearing about a Banking/Credit Card Product or Service according to US Online Consumers*, February 2005 (as a % of respondents) Method of First Hearing about an Investment/Mortgage Product or Service according to US Online Consumers*, February 2005 (as a % of respondents) Marketing Vehicle that Most Influenced a Decision to Purchase a Banking/Credit Card Product or Service according to US Online Consumers*, February 2005 (as a % of respondents) Marketing Vehicle that Most Influenced a Decision to Purchase an Investment/Mortgage Product or Service according to US Online Consumers*, February 2005 (as a % of respondents) Most Important Goals for Online Marketing according to US Credit Unions, August-December 2004 (as a % of respondents) Online Marketing Tactics Used by US Credit Unions, August-December 2004 (as a % of respondents) There's Still Hope for E-Mail Marketing E-Mail Marketing Open Rates, by Industry, Q1 2004 & Q1 2005 E-Mail Marketing Click-Through Rates, by Industry, Q1 2004 & Q1 2005 Attitude of US Consumers toward Receiving Select Types of Account Status E-Mail Messages, July 2004 (as a % of respondents) Related Links and Charts Suggested Keywords for eStat Database Contact Spotlight Contributors Abstract
The Internet has fundamentally changed the way consumers
manage their finances.And financial marketers are taking note:
They are among the Internet’s largest advertisers. Search
advertising, in particular, is an area where marketers are
spending ever-increasing amounts of money, as they start to
understand the role of search in not only researching, but also
ultimately purchasing a financial product. Consumer security
concerns threaten to derail the train,however, leaving online
users less willing to manage sensitive financial information
online.Additionally, the Internet presents new marketing
challenges.The Internet finance user is generally younger than
the traditional finance user, necessitating a change in marketing
message and tactic.And the ease of obtaining a financial product
online has a flip side: It’s just as easy for consumers to switch. |
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