Fidelity Investments increased its online display spending by 34% last year. Remarkably, Fidelity's online display ads score higher in creative effectiveness than many of its TV ads. Now, more than half of its media spend (53%) is going to online display ads.
Fidelity’s highest scoring online ad is almost 20% above the ABX average for all ads. This particular high scoring ad (left) is static. But in general, more successful online display ads utilize some form of animation or action, and the majority of Fidelity’s higher scoring ads do use motion.
The key is the well-targeted message for Fidelity’s audience … “we’ll help you be successful managing your money.”
All of Fidelity’s top ads offer clients help to “become more successful” by guiding them in IRA rollovers, reducing risk and increasing income, and providing learning opportunities about investing strategies. Perfect for their audience.Of course Fidelity also makes solid use of other media types, and our point is not to suggest that any one media type is superior to the others.
The scores above are very high for the demographic, "online brokerage + at least $100,000 in investible assets." The "average" for all ads is 100, so this ad with a 134 score in action means it rocked.
In truth, every well-constructed ad achieves about the same level of communication regardless of media type. But, it’s good to open our eyes to all of the possibilities.
How the ABX Testing is Done
ABX provides ad effectiveness scores from human respondents against 14 variables and in all media types. ABX Index values are a comparison of the results of an ad versus the average of all ads in the ABX database (100,000+ ads). Click for more information about definitions and methodology.
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