Old Mutual Wealth Online Performance Review
And the figures are in… The first half of 2016 saw Old Mutual Wealth promote their market leading range of complementary financial planning solutions in the adviser space via financial press and standard display online ads over a 4-month period. The concept behind this campaign was to enlighten financial advisers on how to see financial planning in a new light using Old Mutual Wealth’s comprehensive and holistic solutions. Using a play on words, we used several lampshades to represent the various financial planning offerings.
From an in-depth report we can see that their average click-through rate (CTR) was 0.19% which is nearly double the expected CTR we usually see for asset management advertising. Looking at the benchmark for digital campaign performance for financial services, investment solutions and financial advice, this campaign puts Old Mutual in the top 10%.
Interestingly, we can see that the half page executions (300 x 600) was the best performing size with the highest CTR of 1.49%. This contrasts Google AdSense who claim that ‘wider ad sizes tend to outperform their taller counterparts, due to their reader-friendly format’.
According to MOAT, an online performance tracker, the measure of attention paid to the online ads in H1 was excellent; taking into account the in-view %, in-view time, interaction % and interaction time amongst other factors. Overall, it would be agreed that the performance of standard display ads in the trade space was exceptional. As with any online advertising, in such a saturated market, with short attention spans, gaining such cut through is great news. Bring on H2.