microsoft advertising insights financial services covid-19 ... · the learnings for life insurance....

Life Insurance and COVID-19

Microsoft Advertising. Intelligent connections.

MICROSOFT ADVERTISING

Marketplace index is a composite metric built to reflect the following behaviors:

Search volume

Advertiser participation

Auction activity

Searcher intent

Signal:

Here our cluster of shorter-term moving averages has consolidated around the estimated line of normality, pulling latent longer-term moving averages with it

When there is a period with all six short-term moving averages above all six long-term moving averages, this a confirmed market uptrend

Life Insurance market is showing positive momentumINDUSTRY TRENDS

Of 5 Insurance markets, Life Insurance is one of the 2 showing positive momentum during this pandemic

Overall impressions have seen a growth since COVID-19 began

Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020

INDUSTRY TRENDS

O&O, 59%

Syndicatoon, 41%

25 1 8 15 22 29 7 14 21 28 4 11 18

January February March April

Aggregator Provider

growth in impression traffic

Providers continue to dominate O&O space

Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020

INDUSTRY TRENDS

59%

25 1 8 15 22 29 7 14 21 28 4 11 18

January February March April

Aggregator Provider

O&O networks

Aggregators dominate and take greater advantage in Syndication space

Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020

INDUSTRY TRENDS

41%

25 1 8 15 22 29 7 14 21 28 4 11 18

January February March April

Aggregator Provider

syndication volume

Ad Density saw large fluctuations by traffic source

Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020

INDUSTRY TRENDS

1/1/

2020

1/4/

2020

1/7/

2020

1/10

/202

01/

13/2

020

1/16

/202

01/

19/2

020

1/22

/202

01/

25/2

020

1/28

/202

01/

31/2

020

2/3/

2020

2/6/

2020

2/9/

2020

2/12

/202

02/

15/2

020

2/18

/202

02/

21/2

020

2/24

/202

02/

27/2

020

3/1/

2020

3/4/

2020

3/7/

2020

3/10

/202

03/

13/2

020

3/16

/202

03/

19/2

020

3/22

/202

03/

25/2

020

3/28

/202

03/

31/2

020

4/3/

2020

4/6/

2020

4/9/

2020

4/12

/202

04/

15/2

020

4/18

/202

04/

21/2

020

4/24

/202

04/

27/2

020

4/30

/202

05/

3/20

20

O&O Syndication

O&O traffic

Syndication

COVID-19 seems to generate more interest in life insurance among young adults and younger seniors

Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020

INDUSTRY TRENDS

3.2%3.5% 3.6%

February March April

9.6%10.0% 10.1%

February March April

32.0% 32.1%32.8%

February March April

Life Insurance click share by age

As a result, those typically concerned with Life Insurance comprised a lesser proportion of the clicks

Top Life Insurance terms, Bing Ads Internal Jan 1, 2020 – April 25, 2020

INDUSTRY TRENDS

26.0%25.4%

24.8%

February March April

29.1%28.8%

28.6%

February March April

Life Insurance click share by age

Of the top 10 providers, half made large* changes post pandemic announcements

*% increases compared to pre-pandemic metrics greater than 100Change Report, Ad copy analysis, Bing internal data, top 10 life insurance providers, Jan 1- May 20, 2020

INDUSTRY TRENDS

Pre (Jan-Mid March) Post (Mid March-May)

No. of ad changes after Pandemic Announcements

Added Changed

+247%

-1%

After pandemic announcements, more ad changes were made to highlight “protection” and “help” instead of “rate”

Change Report, Ad copy analysis, Bing internal data, top 10 life insurance providers, Jan 1- May 20, 2020

INDUSTRY TRENDS

Family

Similarly, in ad copy callouts, there is a big shift from rate/$ incentives to protection in uncertain times

Change Report, Ad copy analysis, Bing internal data, top 10 life insurance providers, Jan 1- May 20, 2020

INDUSTRY TRENDS

Family

The Learnings for Life Insurance

Embrace the behavior changes after Covid Optimize age group targeting to

respond to the increased product interest among younger seniors

Optimize ad copies to reflect how you could help in the uncertain time

The full advantage of the positive momentum Bing marketplace shows positive

momentum in Life Insurance. Take great advantage of syndication for expanded audience reach.

Strategies and recommendations

Learn immediate and recovery-phase strategies, and how to approach new opportunities and optimize account health in the Digital Advertiser’s Guide to COVID-19

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