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Financial Services / studies
Explore the latest research from the financial services industry. Find out how consumers search and shop online for financial products. From health and travel insurance to online banking and credit cards, Google can help you understand how best to develop your financial digital strategy and achieve your marketing objectives. Access research, case studies and thoughts from financial leaders in the format of your choice.
This research shows how GDN can optimize TV campaigns not only in terms of reach generation but also by creating a better balanced OTS distribution and increasing media planning efficiency.
- GDN campaign reached 52,1% of target and added a 4,7% incremental reach to the TV campaign.
- 72,3% of GDN GRPs delivered out of high TV exposed.
- To achieve total campaign reach with only TV would have required a 14% expense increment.
For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.
- Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
- Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
- Products of higher value show both more online research and more online purchase than lower value products.
Direct Seguros, a leading Spanish insurance provider, wanted to better understand how paid search was contributing to its marketing ROI. Google engaged Contento to examine how Direct Seguros' digital channels were affecting overall marketing results. Among our findings:
- 8.8% of offline sales are the direct result of online research
- Paid search was 10 times more efficient than any other media at increasing insurance applications