Consumer Touchpoints: The Impact of Interactive Media on the Financial Services Sector Presented by: Rick Bruner Research Director

2004: A Banner Year Source: AT&T’s “You Will” campaign, ran on HotWired in October 1994, among the first web ads

Source: Interactive Advertising Bureau / Pricewaterhouse Coopers; Harris Interactive; Archer Advisors; U.S. Census; DoubleClick Ad Spend Rebounds to Align With Consumers $267m$907m$1.9bn $4.6bn$8.0bn $7.1bn$6.0bn $7.3bn $9.6bn Online Ad Spending U.S. Internet Users 18+

Fortune 500 Returning to Dominance in Online Ads Fortune 500 Share of Impressions Trend Source: Nielsen//NetRatings, AdRelevance

56% of U.S. Surfers Use Broadband – Rich Media Grows at Similar Rate Source: Nielsen//NetRatings AdRelevance

1996: Web Advertising Gets Interactive Source: “First” interactive banner: Hewlett Packard, Red Sky Interactive, San Francisco, 1996

Clutter Is Going Away Source: Nielsen//NetRatings, AdRelevance; custom analysis for DoubleClick Two-year Trend of Ad Units by Size

-50% +17% -49% -51% -78% +5% +19% -50% -4% Clutter Is Going Away Two-year Trend of Ad Units by Size: Smaller, Early Sizes on the Decline Source: Nielsen//NetRatings, AdRelevance; custom analysis for DoubleClick

+552% +281% +210% +26% +15% -75% -44% Clutter Is Going Away Two-year Trend of Ad Units by Size: Larger, Newer IAB Sizes on the Rise Source: Nielsen//NetRatings, AdRelevance; custom analysis for DoubleClick

Shift From Ad Buyer’s to Seller’s Market Source: Nielsen//NetRatings (U.S. market); custom analysis for DoubleClick Total MarketAmong Top 20 Publishers

Fortune 500 firms use rich media for more than a third of all web advertising Source: Nielsen//NetRatings AdRelevance; year total 2004

Financial Services Leads All Industries in Ad Impressions Source: Nielsen//NetRatings AdRelevance; year total 2004

13 Financial services and telecom lead in sheer volume of rich media impressions Source: Nielsen//NetRatings AdRelevance; year total 2004

14 Auto and telco firms use rich media for over half of all web ad impressions Source: Nielsen//NetRatings AdRelevance; year total 2004

15 Music/media, sports, family, ent. and game sites serve biggest ratio of rich media ads Source: Nielsen//NetRatings AdRelevance; year total 2004

Portals dominated rich media ad impressions in 2004 Source: Nielsen//NetRatings AdRelevance; year total 2004

How do consumers reach buying decisions?

18 Compared to TV and print ads, online marketing strongly influence purchases Which of the following most influenced your decision to purchase this product / service? Source: DoubleClick, “Touchpoints III,” 2005

19 Official company websites are most consistent source for ‘further learning’ Auto Rx DrugsElectronics How did you further learn about the product/service that you purchased? Home Prod. TelecoTravelBanking / Cards Invest. / Mortg. Source: DoubleClick Touchpoints III consumer survey, 2005 Source: DoubleClick, “Touchpoints III,” 2005

20 Word of mouth single greatest influencer AutoRx Drugs Electronics Which of the following most influenced your decision to make this purchase? Home Prod. Movies CPGTelco Banking Invest. / Mortg. Source: DoubleClick, “Touchpoints III,” 2005

Direct mail leads for first learning about credit card/banking products Thinking about the most recent banking product/service you acquired, how did you first hear about it? SOURCE: DoubleClick, “Touchpoints III”; 2005; sample size = 200

Consumers further learn through bank websites, followed by in-person visits How did you further learn about the product/service that you purchased? SOURCE: DoubleClick, “Touchpoints III”; 2005; sample size = 200

Bank website is the deciding factor in opening credit card and banking accounts Which of the following most influenced your decision to purchase this product/service? SOURCE: DoubleClick, “Touchpoints III”; 2005; sample size = 200

Word of mouth drives demand in the investment services sector Thinking about the most recent investment product/service you acquired, how did you first hear about it? SOURCE: DoubleClick, “Touchpoints III”; 2005; sample size = 200

Further information seeking happens in banks or with a salesperson How did you further learn about the investment product/service that you acquired? SOURCE: DoubleClick, “Touchpoints III”; 2005; sample size = 200

Although word-of-mouth drives awareness, salesperson has the most influence Which of the following most influenced your decision to purchase this product/service? SOURCE: DoubleClick, “Touchpoints III”; 2005; sample size = 200

Questions?