eFinancials 2014 - Ernest Aberson - Rocket Fuel
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Transcript of eFinancials 2014 - Ernest Aberson - Rocket Fuel
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ROCKET FUEL FOR FINANCEErnest AbersonBenelux Country Manager at Rocket Fuel
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A TRUSTED PARTNER
Top banking and finance advertisers find success with us
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DIGITAL BANKING USERS AS % OF INTERNET USERS
87%
86%
70%
60%
56%
46%
37%
Netherlands
Sweden
France
UK
Germany
Spain
Italy
NETHERLANDS LEADS EUROPE IN ONLINE BANKING
Source: Eurostat
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50%
48%
46%
38%
37%
34%
22%
Netherlands
Spain
Sweden
UK
Italy
Germany
France
MOBILE BANKING USERS AS % OF INTERNET USERS
NETHERLANDS ALSO HAS THE HIGHEST MOBILE BANKING
PENETRATION
Source: ING and Ipsos
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76% 75% 73%
67%
58%
50% 48%
57%
48%
40%
20%
26% 27% 27%
UK Netherlands Germany France Spain Italy Sweden
researched purchased
BUYERS OF CAR INSURANCE WHO RESEARCHED/PURCHASED DIGITALLY
UK AND NL HAVE THE HIGHEST DIGITAL FOCUS FOR CAR
INSURANCE
Source: Google and TNS
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ONLINE CARD ADVERTISEMENTS HAVE A CRUCIAL
IMPACT ON CONSUMERS
HALF OF CONSUMERS FIRST HEAR ABOUT THEIR CURRENT PRIMARY CARD ONLINE
Advertisement on the Internet
Search Engine
Bank/Financial Institution Site
Ad While Doing Online Banking
Social Network
Consumer Reviews (Online)
Blogs and Forums
Newsletter
Product or Price Comparison Sites
24%
18%
11%
15%
7%
5%
5%
5%
11%
Source: Rocket Fuel research
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QUICK ONLINE CONVERSIONS IN THE FINANCE
VERTICAL
CONSUMERS CONVERT AT HIGHER
RATES ON WEEKENDS, LATE AT
NIGHT
CONVERSION RATE INDEX BY DAY OF WEEK
CONVERSION RATE INDEX BY FREQUENCY OF AD EXPOSURE
CONSUMERS CONVERT QUICKLY,
SHOW FATIGUE
Source: Rocket Fuel research
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SOCIAL MEDIA STRONGLY INFLUENCE THE YOUNG
ADULTS’ BUYING PROCESS
Source: Rocket Fuel research
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WHAT PROGRAMMATIC BUYING CAN DO
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201765-75%
GROWTH IN SPEND ON PROGRAMMATIC
201328%
201447%
% share of online advertising
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PROGRAMMATIC DIGITAL DISPLAY AD SPENDING
IN BILLIONS
$15.6
$21
$27.9
$36.3
$45.4
$54.5
2013 2014 2015 2016 2017 2018
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ALWAYS ON CONSUMERS
9:00 PM
10:30 AM
12:05 PM 6:15 PM
10:50 PM
3:00 PM
7:35 AM
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EVOLUTION OF DIGITAL ADVERTISING
AGE OF DELIVERY
AGE OF TARGETING
AGE OF OPTIMISATION
Ad
Eff
ecti
ven
ess
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AUDIENCEDEMO
CONTEXTUALRETARGETINGGEOGRAPHIC
ENDEMICPORTAL
CHANNELS
1ST PARTY DATA
TM
TRADITIONAL METHODAdvertising that runs
TM
ROCKET FUEL APPROACHAdvertising that Learns
ADVERTISING THAT RUNS vs ADVERTISING THAT
LEARNS
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ARTIFICIAL INTELLIGENCE AND DATA OPTIMISATION
a
PRESPECTIVE / AUDIENCE TARGETING AI TARGETING
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NEXT FOR MARKETERS
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FINANCE CASE STUDIES
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OBJECTIVES:
» Generate conversions at the lowest possible CPA
ADVERTISER CHALLENGES:
» Establish awareness of new product in new market
» Work with challenging signup process
RESULTS:
DISPLAY + FACEBOOK
I was impatient to see what results Rocket Fuel’s Boosted FBX could deliver, and what they achieved was astonishingly good. Rocket Fuel Boosted FBX just killed on “classic” display results the whole way! They also showed us that these two products are delivering results together, not separately.
Ingo HöhnkeOnline Media Planner, Explido
”
“
40%DECREASE IN
FBX CPA
30%DECREASE IN
DISPLAY+FBX CPA
250%INCREASE IN
CLIENT’S ACTIVITY
One of first mobile wallet market member
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OBJECTIVES:
» Drive trial sign-ups
» Drive visits to “Top Stocks” landing page, Market Smith’s latest investment research product for iPad
RESULTS:
”
“Rocket Fuel is doing incredibly well. We
have never seen this kind of volume in any partner. Their ability to drive so many more conversions than any of our other partners –past and present – is amazing.
Caitlin CasasMedia PlannerFraser Communications
40%DECREASE
IN CPA
133%MORE
CONVERSIONS
#1PARTNER ON PLAN
60%INCREASE IN APP
DOWNLOADS
DISPLAY
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QUESTIONS? Ernest [email protected]