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市場調查報告書
英國個人產物保險市場的行銷／廣告策略：2009年
Marketing and Advertising Strategies in UK Personal General Insurance 2009
| 出版商 |
Datamonitor |
| 出版日期 |
2009年11月 |
商品編碼 |
105048 |
| 內容資訊 |
英文 51 pages |
| 價格 |
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英國個人產物保險市場的行銷／廣告策略：2009年 是由出版商Datamonitor在2009年11月所出版的。
這份英文市場調查報告書包含51 pages 價格從美金1695起跳。
在競爭激烈的個人產物保險市場中保險公司為獲得市場佔有率，對於廣告/行銷的支出變得很重要。
本報告書內容包括：2008年及2009年上半期個人產物保險市場有關廣告的動向和課題調查分析，內容綱要摘記如下：
第1章 概要
第2章 實施摘要
- 聚合者為競爭以確立品牌認知而增加廣告支出
- 十大產物保險廣告主，多數都有從事汽車保險的電視廣告
- 汽車保險廣告雖以電視獨佔鰲頭但其他的媒體也在增加中
- 十大家居保險公司廣告客戶的主要媒體為直銷郵件和電視廣告
第3章 行銷策略
第4章 十大個人產物保險廣告客戶
- 介紹
- Direct Line為個人產物保險廣告客戶的第一名，Aviva則增加了行銷支出
- 十大產物保險廣告主中，大多從事汽車保險的電視廣告
第5章 汽車保險廣告
- 2009年上半期的十大汽車保險廣告主以直接保險公司與聚合者獨佔鰲頭
- 十大汽車保險的廣告主基於提昇品牌認知的必要性而將重點放在電視廣告
- 第11到20名的汽車保險廣告主行銷預算大多支出於直接郵件
第6章 住宅保險廣告
- 十大住宅保險廣告客戶最常利用的媒體是直接郵件與電視廣告
- 2009年上半期的十大住宅保險廣告廣告主最常利用的是直接郵件
- 新的行銷媒體中以僅具內容的網際網路最受十大保險廣告客戶歡迎
- 第11到20名的住宅保險的廣告客戶只使用一種行銷媒體
- 僅有少數公司將預算投入只有建築物的住宅保險廣告
附錄
Abstract
Introduction
Advertising and marketing spending is increasingly important for distributors
looking to acquire market share in the highly competitive personal general
insurance industry. This brief discusses the trends and issues arising from
the advertising of personal general insurance in 2008 and H1 2009, which are
likely to have an impact on the market going forward.
Scope of this research
- Analysis of the marketing budgets by media for the top 10 personal general
insurance advertisers in 2008 and H1 2009
- Discussion of key issues and trends currently affecting the marketing of
personal lines insurance
- Market data on the size of motor and household insurance marketing outlays
for the top advertisers in 2008 and H1 2009
Research and analysis highlights
One of the most significant developments in the general insurance markets in
recent years has been the rise of the aggregators in distribution and this can
be seen by the inclusion of three aggregators among the top spending insurance
advertisers in the first half of 2009.
Home insurance providers increased their budgets significantly on advertising
content-only insurance products in 2009, spending £1.4m in the first
half of the year as opposed to around £0.2m in the entirety of 2008.
Key reasons to purchase this research
- Understand key issues and trends in the marketing of personal insurance
- Benchmark your advertising strategy against the top competitors' s spend by
product line and media
Table of Contents
OVERVIEW
EXECUTIVE SUMMARY
- Aggregators are competing to build brand awareness and increasing their
outlays
- Aggregators are now among the biggest insurance advertisers, reflecting
their importance to the general insurance market
- The widely popular meerkat character has strengthened
CompareTheMarket.com' s brand in the competitive aggregator market
- Most top insurance advertisers made use of television advertising for
their motor products
- Motor insurance advertising is dominated by TV but other media is becoming
more prevalent
- Motor advertisers increased their appetite for advertising through the
internet
- The top 10 motor advertisers focused on television advertising,
reflecting the need to build up brand awareness
- Direct mail and TV advertising are the most popular mediums for top 10
household insurance advertisers
- The total annual advertising expenditure in 2009 is likely to surpass
2008' s home insurance marketing budget
- Direct mail was still the most popular medium for household insurance
advertisers
MARKETING STRATEGIES
- Introduction
- Aggregators are competing to build brand awareness and increasing their
outlays
- Aggregators are now among the biggest insurance advertisers, reflecting
their importance to the general insurance market
- Gocompare.com launched its Gio marketing campaign, generating additional
traffic for the site
- Confused.com has responded to the increased advertising competition from
rivals
- Direct Line launched a series of campaigns to maintain its spontaneous
brand awareness, with its iconic red phone taking center stage
THE TOP 10 PERSONAL GENERAL INSURANCE ADVERTISERS
- Introduction
- Direct Line continues as the top general insurance advertiser, though
Aviva has stepped up its marketing
- The market leader, Direct Line, continued to invest in its brand and is
likely to equal its 2008 outlays
- At half year, Aviva had already spent as much as its entire 2008
marketing outlay
- The aggregators have launched new campaigns in 2009 underscoring the
competitive nature of the market
- Most top insurance advertisers made use of television advertising for
their motor products
- Television accounted for the bulk of the top 10' s insurance marketing
- Though spending on motor appears to be down, it remained the focus of
most advertising campaigns
- Insurance providers are on track to spend more on general combined
products advertising in H1 2009
MOTOR INSURANCE ADVERTISING
- The top 10 motor advertisers were dominated by direct insurers and
aggregators in H1 2009
- Motor advertisers increased their appetite for advertising through the
internet
- Motor insurance providers spent £91m on advertising in the first
six months of 2009
- Aggregators featured prominently among the top 10 motor insurance
advertisers in H1 2009
- Plans suggest that aggregators will continue to invest in motor
insurance advertising
- The top 10 motor advertisers focused on television advertising, reflecting
the need to build up brand awareness
- The majority of the top 10 motor advertisers spent the bulk of their
budgets on TV advertising in H1 2009
- Direct mail advertising was used by all direct insurers in the top 10
- Press, outdoor, internet, cinema and radio advertising were used
sparingly by the top 10 motor insurance advertisers in H1 2009
- Motor insurance advertisers ranked 11 - 20 spent more of their marketing
budgets on direct mail
- Direct mail was the largest element of the motor insurance campaigns for
advertisers ranked 11 - 20
- Television advertising was also very important to advertisers ranked 11
- 20 in H1 2009
- Another bancassurer is on track to potentially join the top 11 - 20
motor insurance advertisers in 2009
HOME INSURANCE ADVERTISING
- Direct mail and TV advertising are the most popular mediums for top 10
household insurance advertisers
- The total annual advertising expenditure in 2009 is likely to surpass
2008' s home insurance marketing budget
- Direct mail was still the most popular medium for household insurance
advertisers
- TV advertising expenses in the first half of 2009 already overspend
2008' s annual budget
- Direct mail was favored by the top 10 combined home insurance advertisers
in H1 2009
- The top 10 combined home insurance advertisers consisted of a mixture of
direct insurers, insurers, brokers and bancassurers, with Direct Line
spending the most
- Direct mail was favored by the top 10 combined home insurance
advertisers in H1 2009
- TV was an important medium for the top 10 advertisers, but was generally
more important for direct insurers
- A minority of insurance providers used press advertising substantially
to target specific groups
- Direct mail remains the preferred medium for buildings and contents
advertisers ranked 11 - 20
- Direct mail campaigns accounted for more than 95% of the marketing
expenses of four advertisers ranked 11 - 20
- Fewer advertisers in the 11 - 20 group used press and television
campaigns to promote their combined building and contents insurance
- The internet has become the new favorite marketing medium for the top 10
content-only insurance advertisers
- The marketing spend on content-only insurance increased significantly in
the first half of 2009
- Direct Line was the only advertiser in the top 10 to pursue a
television-dominated marketing campaign in H1 2009
- Seven of the top 10 content-only insurance advertisers spent almost all
or all of their marketing budget on the internet
- All of the top 11 - 20 contents-only insurance advertisers used only one
marketing medium
- One aggregator website and two retailers were also in the 11 - 20 bracket
- All of the advertisers in this group concentrated their entire marketing
budget on a sole marketing medium
- Few providers devoted significant sums to advertising building-only home
insurance
- Few recognizable home insurance brands devoted much of their budgets to
advertising building-only home insurance
- Aviva' s marketing expenditure for building-only home insurance products
accounted for the majority of the total market' s spending
APPENDIX
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Top 10 personal general insurance advertisers (£), 2007 - H1
2009
- Table: Top 10 personal general insurance advertisers' spend by media
(£000s), 2007 - H1 2009
- Table: Top 10 personal general insurance advertisers' spend by product
(£000s), 2007 - H1 2009
- Table: Motor advertising spend, 2007 - H1 2009
- Table: Top 10 motor insurance advertisers (£), 2004 - H1 2009
- Table: Top 10 motor insurance advertisers' advertising expenditure by
medium, H1 2009
- Table: Top 11 - 20 motor insurance advertisers' expenditure by medium, H1
2009
- Table: Total household advertising spend, 2007 - H1 2009
- Table: Top 10 advertiser' s spending on combined home insurance products,
by media, H1 2009
- Table: Top 11 - 20 advertisers' spending on combined home insurance
products, by media, H1 2009
- Table: Top 10 contents-only insurance advertisers' spend by media, H1 2009
- Table: Top 11 - 20 contents-only insurance advertisers' spend by media, H1
2009
- Table: Building-only insurance advertisers' spend by media (£), H1
2009
FIGURES
- Figure: Television campaigns were the largest expense for most top
insurance advertisers
- Figure: Direct mail and TV form the bulk of motor insurance advertising
- Figure: Home insurance advertisers spend most of their advertising budget
on direct mail
- Figure: The meerkat campaign is promoting CompareTheMarket.com' s brand
- Figure: CompareTheMarket.com has quickly developed a large following on
social networking sites such as Facebook and Twitter
- Figure: GoCompare.com launched Gio Compario
- Figure: Gio Compario also has presence on social networking sites but is
far less popular than Aleksandr Orlov
- Figure: Direct Line launched a series of TV adverts for several insurance
products
- Figure: Aviva was the second largest advertiser in the market as it rolled
out an extensive rebranding campaign
- Figure: Television campaigns were the largest expense for most top
insurance advertisers
- Figure: Motor insurance received the lion' s share of insurance advertising
funds in the first half of 2009
- Figure: Direct mail and TV form the bulk of motor insurance advertising
- Figure: Television remained the most popular medium choice for the top 10
advertisers in H1 2009
- Figure: Direct mail was the largest element of the motor insurance
campaigns for advertisers ranked 11 - 20, H1 2009
- Figure: Home insurance advertisers spend most of their advertising budget
on direct mail
- Figure: Direct mail and TV remained the dominate forms of building and
contents combined products' advertising in H1 2009
- Figure: Hiscox was the only home insurance advertiser to have a
press-focused media campaign
- Figure: Direct mail and TV are also the most popular
- Figure: Direct Line continues its mass TV advertisement on contents
insurance in Q3 2009
- Figure: Barclays is advertising its content insurance on price comparison
sites
- Figure: Seven of top 10 content-only insurance advertisers spent almost
all or all of their marketing budget on the internet medium
- Figure: All of the top 11 - 20 contents-only insurance advertisers used a
sole marketing medium
- Figure: Aviva offers free contents insurance along with buildings insurance
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