WhatRunsWhere Insights & Analysis: Canadian Banking Advertising Landscape

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1 Canadian Banking Advertising Landscape

2 Introduction Looking at data capturing 180 days of activity up to March 2014, WhatRunsWhere has tracked over 1,300 banners from the 5 top Canadian financial institutions across 47,900 placements. has been the most active among the advertisers with 43% share of voice (SOV). Royal Bank of Canada () was found to have the next highest SOV at, followed by Canada Trust () at 17%. While the amount of placements utilized on the display side is comparable to the number of placements on mobile, a majority of ads were produced and run through display channels. has had the largest share of all creatives placed, cumulatively using 550 unique ads. Banner ads comprised approximately 300 of this total, the remaining content being text ads. have been the most active with regards to number of ads, as they have used more banner and text ads separately than the total number used by each of the other analyzed banks. With standing out, comparable numbers of banners were found for Bank of Montreal,,, and. While being second among the five banks in banner ads placed, has used the least amount of text ads as they focused their efforts on banner content. Placements Tracked Display Mobile 21,250 26,662 Total Banner 320 1,050 Display Mobile Advertiser Share of Voice 11% 1 43% 17% Ad Breakdown Banner Ad Text Ad 0 01

3 Channel Mix Looking at the channel mix of the five advertisers,,, and Canada Trust have all used network buys for a large part of their online activity with direct buys taking up only around 20-3 of all traffic. The remaining two advertisers,, and have had a more balanced channel mix with an even ratio of direct and network buys. Of all the direct buy traffic, has been the leader with over 5 of their buys being performed directly, followed closely by. The percentage of media buys performed through an ad network has been more evenly distributed with,, and accounting for over 85% of all network placements. All five advertisers have been heavily buying media through the Google Display Network, with and placing over half of their ads through this channel. Alternately, Both and have opted to utilize the Tribal Fusion Network to place a moderate percentage of their ads. Display/Text Ads 200 Banner Ad Text Ad Channel Mix % 6 78% 41% 48% 81% Ad Network Direct Buy % 32% 59% 52% Over 8 of all online activity has been evenly split between direct buys and the Google Display Network. While direct buys have been prevalent with just two of the five advertisers, s leadership in the overall Share of Voice and high direct placement reliance may be heavily influencing this cumulative statistic. 02

4 Display Placement Breakdown Direct Buy 16% Google Display Network Other 43% 42% Premium Direct Placements When analyzing all the advertisers placements it's important to note premium placements that several of the advertisers show up on. This shows an emphasis for the industry on some specific placements. A small sample of relevant premium placements are listed below: Direct Placement Presence % 16% 16% 57% 7% Scotia Bank 36% 2% 35% 18% 4% 29% 1 4% 13% Financial Post and Mail CBC Globe Advertiser-preferred sites money.ca.msn.com

5 Top Performing Ads Below is a sample selection of some of the top performing ads from each Canadian financial institution. : : 04

6 : ScotiaBank: : 05

7 Mobile Share of Voice 7% 26% 23% 26% On the mobile side, has had the lowest share of voice among the five banks with the remaining four registering closely related share of voice scores. With being a clear Share of Voice leader in the display space, it illustrates a preference for display advertising compared to mobile. Banner Ads/Text Ads Banner Ads Text Ads We have located 300 unique mobile creatives across the five advertisers. Each advertiser appears to have focused their mobile ad placements on image banners, with only 56 text ads advertised on mobile devices in the last 180 days. We found that, and had the largest share of unique creatives, with each other bank producing less ads individually., despite having the lowest mobile share of voice, has run 60 different mobile ads 19 of which are text ads more than any of the other four advertisers. has had a similar display-to-text ad ratio to while the other advertisers have preferred to utilize image banner ads. 06

8 Channel Mix The channel mix on the mobile side has been heavily in favour of network media buys, with being the only advertiser to have performed direct media buys on the mobile web. This attributes to the very low share of direct buys across the mobile channels, with 7 of banners placed through Ad Mob, and through DoubleClick Mobile. The remaining 8% have been split between other networks. 10 5% % Network Devices Direct Buy A majority of mobile traffic was displayed on Android devices, with 85% of the banners targeted towards Android Tablets and Phones. Overall, over 8 of all banners have been displayed for tablets, with smartphones displaying only 18% of total mobile web traffic. While the Android tablet has dominated the mobile web ad space, there is minimal difference in the creatives placed through Android phones and Apple iphones. Mobile Traffic by Device 7% 11% 9% 74% iphone Tablet Android Phone ipad Android 07

9 All of the advertisers have heavily used AdMob, with DoubleClick Mobile being the second most popular choice for mobile traffic. was found to have used AdMob for approximately 9 of their media buys. and have also used Ad Mob heavily, placing approximately 72% of their banners through this channel. has the most diverse media presence, splitting activity between AdMob, DFP Mobile and Google Display Network % 91% 4% 73% 25% 5 1% 72% DoubleClick Mobile GDN Direct Buy AdMob Other 4 11% 2% 33% 5% 4% 4% 14% 11% 25% Share of Voice The predominant share of voice found for on the display side was not replicated in their mobile share of voice, registering the lowest mobile web share of voice. and have had comparable share of voice values in both display and mobile platforms. This illustrates a shared advertising strategy between the two banks. Alternately, has captured the same percentage of the display and mobile media landscape. Share of Voice Across Competition 5 4 7% Display Mobile 3 23% 26% 43% 26% 1 17% 11% 1 08

10 Conclusion Each of the five advertisers have preferred display traffic for a vast majority of their media buys. has placed the largest share of mobile banners at of their cumulative content. and have had the largest emphasis on display traffic, placing approximately 9 of their ads through display channels. This shows the advertisers hesitance to invest more in the mobile space as they continue to heavily favour display traffic. Fortunately, our low mobile share of voice findings also presents an opportunity to each of these advertisers to increase their mobile presence, break away from the pack, and become a potential leader in the mobile space. Advertiser Channel Mix 10 16% 8 9% 2% 13% Display Mobile % 8 91% 98% 87% 09