gdn vs. portals for auto insurance seekers, google/compete, u

This study is brought to you courtesy of

www.google.com/think/insights


Auto Insurance Seekers

Google/Compete

U.S., June 2011

GDN Blast vs. Portal Takeovers

Google Confidential and Proprietary

Table of Contents

1 Objective & Methodology

2 Full GDN Findings

3 Custom GDN Findings

4 Strategic Slide Inserts

5 Appendix

2


Objective and Methodology

Objective | To demonstrate the relative value of the Google Display Network

(GDN) in reaching Auto Insurance Seekers compared to Home Page Takeovers in the

across various industries.

Methodology |

• The Auto Insurance Seekers consumer segment was defined based on observed

online clickstream behavior using data from Compete’s opt-in consumer panel. Users

were included if they had visited two of the defined segment sites (see appendix), and

in some cases were further defined by repeat visitation and demographics.

• Visitation was measured for May/June 2011 on:

Google Display Network (full and custom)

Homepages of three leading portals: Yahoo, MSN, AOL

Homepage of Youtube.com

Homepage of ESPN

3


Key Takeaways

1The Google Display Network reaches 3.8x more

Auto Insurance Seekers than the top Portal

Homepage

2The Google Display Network exclusively reaches

30% of the Auto Insurance Seekers that do not

visit the top performing Portal Homepage

4

Source: Compete GDN Blast vs. Portal Takeover, Auto Insurance Seekers. June 2011.


The GDN Reaches 3.8x More Auto Insurance Seekers

Site Daily Reach

76%

12%

AOL 4%

MSN 6%

Yahoo! 20%

ESPN 1%

On average, 76% of Auto Insurance Seekers visit the GDN every day compared to 20% that visit the Yahoo! Homepage

5



The GDN Exclusively Reaches 30% of Auto Insurance Seekers

% Auto Insurance Seekers reached exclusively through

and NOT through…

Yahoo! 30%

AOL 66%

MSN 61%

36%

ESPN 72%

30% of all Auto Insurance Seekers would not be reached through the Yahoo! Homepage but would be reached via the Google Display Network each day

6



Google/Compete

U.S., June 2011

GDN Blast Custom Channel vs. Portal Takeovers


The GDN Custom Channel Exclusively Reaches Auto Insurance Seekers

% Auto Insurance Seekers reached exclusively through Custom

and NOT through…

Yahoo! 4%

AOL 9%

MSN 8%

5%

ESPN 9%

9% of all Auto Insurance Seekers would not be reached through the AOL or ESPN Homepages but would be reached via the Google Display Network custom site pack

each day

8



Google/Compete

U.S., June 2011

Single Slides


Reach Auto Insurance Seekers That Don’t Visit Top Portals

10

Blast your ad over a one or two day period to a targeted group of Auto

Insurance Seekers on hundreds of premium and niche websites, driving

millions of impressions at a cost-efficient price

Source: Compete GDN Blast vs. Portal Takeover, June 2011. Top portal: AOL Homepage. Auto Insurance Seeker defined as any user that visited

one of the defined auto insurance sites, and in some cases were further defined by repeat visitation for 2 consecutive months (May-June 2011)

66% of Auto Insurance

Seekers can uniquely be

reached via a one-day

Google Display Network

Blast that cannot be

reached on the top portal

homepage*


Reach More Auto Insurance Seekers with YouTube + GDN Blast

11

A one-day Google Display Network Blast + YouTube Homepage

Takeover reaches 88% of all Auto Insurance Seekers

+

Blast your ad over a one or two day period to a targeted group of Auto

Insurance Seekers on hundreds of premium and niche websites, driving

millions of impressions at a cost-efficient price

Source: Compete GDN Blast vs. Portal Takeover, June 2011. Top portal: AOL Homepage. Auto Insurance Seeker defined as any user that visited

one of the defined auto insurance sites, and in some cases were further defined by repeat visitation for 2 consecutive months (May-June 2011)

Yahoo! AOLMSN


Google/Compete

U.S., June 2011

Appendix


Segment Definitions

13


Allstate

Esurance

Farmers

Geico

Hartford

Insurance.com

Liberty Mutual

Nationwide

Progressive

SafeAuto

State Farm

Travelers

Unitrin

Note: Visitors were included in a segment if they had visited one of the defined segment sites at least two of the following sites


Analytic Definitions

14

Segment Daily Reach

• The share of a segment which can be reached through a given property on an average day (e.g. 50% of Auto Insurance Seekers can be reached through the GDN on an average day)

GDN Exclusive

• The share of a segment which can be reached through the GDN, but not through another specific property (e.g. 35% Auto Insurance Seekers can be reached through the GDN, but are not reachable on Yahoo!)


Update on Compete’s Data Methodology

• Compete recently enhanced its data methodology to better align with IAB standards

– Changed definitions of page views, visits, and referrals

– Restated historical data set

• At the same time as the planned data methodology rollout, Compete experienced a disruption with one of its data partners

– Compete developed a methodology to correct for this disruption

– Rigorous testing was conducted to ensure the data correlated & trended with previously reported data

• Data published with Compete’s new methodology will not always match historically published data

15

The release of the new methodology has significantly

enhanced Compete’s ability to describe, estimate, and quantify

online consumer behavior

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