1. Financial Aggregators: Price Comparison Site Trends and Opportunities

2. Contents Market EnvironmentAdvertising MarketConsumer Trends

3. Market Environment

4. Category Audience Size & Reach By audience size, Moneysupermarket is by far the most dominant player in the category, with over 60% of price comparison site users visiting them during the month Source: Comscore January 2011

5. Category Audience Size & Reach Almost 7m people visit price comparison sites each month. Most of this audience are centred around 5 key players. Source: Comscore January 2011

6. Consumer Trends

7. “Who do you turn to for financial advice?” Source: Friends Provident/The Future Foundation/nVision Base: 1,005 respondents aged 16+, GB, 2010 Internet is the number 1 place were consumers look for financial advice

8. Compared prices online forecast % of adults who have compared prices online in the last 6 months “Which of the following, if any, have you done on the Internet in the last 6 months…Compared/looked up prices for any product or service ?” nVision forecast – Summer 2010 based projection Source: nVision Research Base: 1,000 face-to-face respondents aged 16+, GB Price comparison sites are set to grow in the coming years This in combination with they way consumers learn about financial products suggests that financial aggregators will continue to be important in the future

9. Purchasing or renewing insurance online Source: Accenture/nVision Base: 3,555 respondents aged 18+ in 6 countries, 2010

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11. Advertising Climate

12. The importance of advertising in the aggregator market Source: Mintel There are strong correlations between ad send and increased numbers of visitors to aggregator sites

13. Media Spend Financial advertisers tend to spend the most on advertising on TV and Direct mail advertising followed by the Press On average the industry spent around 6% on Internet advertising (not including search) Source: NNR adDynanix : 2009 - 2010

14. Impressions and Audience by Publisher - AdMetrix While Microsoft does not have the most impressions for this sector, it does have the most Unique Visitors

15. Search Traffic KPIs Overall Finance Traffic Finance terms received 9% less traffic in 2010 than in 2009 However 2011 has seen strong growth so far with a 31% year on year increase in traffic for Jan-Feb 2011 Finance Product Traffic Growth (Jan-Feb) Insurance up by 33% Lending up by 27% Banking up by 38% Credit Cards up by 24% Comparison KWs up by 34% 1.Microsoft Advertising Intelligence Tool 2.Hitwise

16. Brand KW Traffic Growth Year on Year Growth Trends (2010): Aggregator traffic grew by 29% Direct Insurer traffic grew by 25% In the new year, Direct Advertiser brand KWs have performed well outstripping Aggregator brand KWs Month on month, direct advertisers have had a slight dip in their traffic growth Traffic for these terms peaks early in the week, declining to a low point on Saturday 1.Microsoft Advertising Intelligence Tool

17. Bing Finance Searchers are… Source: NNR JULY 2010 – JANUARY 2011

18. Finance Demographics and Daily Trends: 1.Microsoft Advertising Intelligence Tool

19. Hitwise Geographic Locations ‘The North is well represented in the ten most over-indexed areas - particularly the North-West’ for the total online population, however some of these drop out (Liverpool) when you index the sites against other insurance providers. This shows ‘that they prefer to go to insurance providers direct - or that they visit multiple insurance providers from the comparison sites.’ (Hitwise) Source: HitwiseHitwise

20. Microsoft Media Network Trends

21. Network Demographics 66% of the impressions occur between 18 and 44, while a similar proportion of clicks occur in the higher age brackets, 25-54 Impressions and conversions peak in the 18- 24 for females while the 25-34 peak is more male biased 53% of conversion occur between the 18-34 age bracket Conversions for Finance usually entail a quote or an application Source: Microsoft Media Network : July 2010 – March 2011

22. Network: Day of the Week There is a slight decline in impressions through out the week however consumers are more likely to click during first half of the work week and on Sunday Conversions have two peaks on Tuesday as well as at the end of the week on Friday Source: Microsoft Media Network : July 2010 – March 2011

23. Network: Time of Day There is a build of Impressions and Actions during the early afternoon and a slight elevation in the early evening There is one main peak that occurs post-lunch before the end of the work day Source: Microsoft Media Network : July 2010 – March 2011

24. Finance Opportunities Insurance Renewals With increases in premiums, consumers will want to shop around before renewing their policies Reducing Premiums By offering a number of ways to reduce premiums, comparison engines might be able to entice users to switch their insurance provider Search and Display – Better Together Use both offerings to help boost your ROI moreover, use our display offering to help boost your brand campaign. Particularly when we have seen good increases in traffic in the start of 2011