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. Financial Services Forum Invasion of the Aggregators
- 2. According to Hitwise, who was the most searched for celebrity in the UK between October 2008 and January 2009?
- 5. What would an all-aggregator media plan look like
- 6. Audience crossover between main aggregators 10k 150k 160k 2.2m UVs 760k UVs 750k UVs Source: Google Adplanner 200k
- 7. Demographic breakdown of “aggregator.com” Aggregator sites (aggregated!) All UK online users More female More middle aged Empty nesters
- 8. Demographic breakdown of “aggregator.com” Aggregator sites (aggregated!) All UK online users Better educated Not poor
- 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
- 12. More than 50% of searches on ‘home insurance’ go to just two aggregators
- 13. More than 40% of searches for “home insurance” go to just two aggregators
- 14. Direct insurers doing relatively OK on “travel insurance”
- 15. Aggregators are starting to use online media... TOTAL ONLINE MEDIA SPEND - 2008 Gocompare.com £393,400 ComparetheMarket.com £106,400 MoneySupermarket.com £1,212,500 uSwitch.com £1,260,000 Confused.com £48,900
- 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 Gocompare.com £393,400 ComparetheMarket.com £106,400 MoneySupermarket.com £1,212,500 uSwitch.com £1,260,000 Confused.com £48,900
- 17. Is it all about price?
- 18. Searches for “cheap car insurance” are trending down
- 19. “ Compare car insurance” is the new kid on the block
- 21. What else is new in the aggregator market?
- 25. They have missed a few tricks...
- 27. Travel sector - top 10 sites by unique visitors
- 28. Retail sector - top 10 sites by unique visitors
- 29. Finance sector - top 10 sites by unique visitors
- 31. According to Hitwise, who was the most searched for celebrity in the UK between October 2008 and January 2009?