MediaMind: Financial services ads, it’s all about the first impression
The study, from MediaMind, shows that users are most likely to convert after the first exposure to an ad when compared to subsequent impressions.
MediaMind examined the performance of more than 28 billion impressions from Financial Services served between Q4 2009 and Q3 2010.
Fifty percent of these impressions advertised banking services, while the rest advertised insurance, credit cards and brokerage services. Notably, ads from credit card companies received the highest Conversion Rate and the highest CTR.
"The data shows that consumers can determine within the first exposure if a Financial Services offer is relevant to them." said Gal Trifon, President and CEO at MediaMind. "There is a great opportunity to boost performance with dynamic message optimization."
Results from the study also show that Financial Services ads perform consistently across a variety of content environments.
The highest branding performance was measured in Games, Music, Instant Messaging (IM), Health & Beauty and Social Networking sites.
For Direct Response, the highest Conversion Rate was driven by Maps, Travel, Auto, Entertainment, News, IM and Homepages.
Other insights from the research show that ads that use Rich Media and video more than triple Click Through Rates (CTR) and increase Conversion Rates.