2022 Asset Management Paid Media Plan - October 2021
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
2022 Asset Management Paid Media Plan October 2021 FIDELITY CONFIDENTIAL INFORMATION
What we’ll cover today
AGENDA
• Overall Fidelity Approach and Budget Allocation
• YoY Channel Allocation & Key Learnings from 2021
• 2022 Integrated Channel Strategy
• 2022 Approach and Tactical Plan Details
• 2022 Key Learning Agenda Priorities
• ESG / Sustainability Fund Launch Support Plan
2
Fidelity PI is in a moment of self reflection
Where we’ve been
Where we want to go
Driving Driving
Primacy Acquisition
KPI: new money
KPI: NHH
3
A unified PI strategy ensures we work towards the same
goals and are choiceful in how we activate
Exploit The Edges
Business
Objectives Driving Primacy Driving Acquisition
Consumer Mindset: “Fidelity is my go-to, they get me” Consumer Mindset: “Fidelity is for people like me”
Nurture Connect
Comms
What We’ll Do: Deepen relationships and What We’ll Do: Drive preference and action
Objectives drive SOW with existing clients with new clients
KPI: New Money KPI: New Households
Be diligent and data- Leverage audience nuances Create an emotional Make introductions to Fidelity
Strategic driven to drive and personalization to connection by aligning with by providing utility (specific
efficiency among deepen relationships with prospects needs and values in features, activities or products
Approach existing customers existing customers their everyday lives– beyond that solve pain points)
just the realm of finance
No relationship with Fidelity
Existing relationship with Fidelity
4
While overall Asset Management budgets
decreased, channel allocations varied Channel Learnings
Display continues to drive efficient new money at
1 scale; opportunity to continue testing acquisition
and primacy-based tactics
2021 2021 2022 YoY $
Channel 2021 NM
PCP Spend Spend Change
Social proved to be a highly efficient driver of new
Display $0.85 $8.0B $9.75M $8.00M -3 PP 2 money; Increasing percentage of buy should
continue to drive campaign efficiencies
Non-Linear
$1.17 $1.9B $1.49M $1.25M -1 PP
Video
Search continues to drive new money volume
Search $0.77 $5.1B $3.51M $3.00M -0 PP
3 efficiently
Social $0.31 $3.0B $2.77M $2.75M +2 PP
Print N/A N/A $0 $0 -
While NLV is still well below the break even PCP,
Total $0.77 $18.1B $17.52M $15.00M -14% 4 it is the least effective channel at driving
incremental new money
The NHH model has removed Print from all lines
5 of business as of 2021, given low performance
this channel has in driving acquisition.
5
2022 Budget by Channel Allocation and Opportunistic Holds
$8.00M
• $6.15M – Planned (BAU)
Digital • $750K – Strategic Program
• $500K – Thematic
• $400k – ESG
• $200K - Playbook
SEARCH, $3.00 ,
20%
$2.75M
Social • $1.75M – Planned (BAU)
NON LINEAR DIGITAL, $8.00 , • $750K – Opportunistic / Fund Launches
VIDEO, $1.25 , 54% • $250K – ESG
8%
Search $3.00M
SOCIAL, $2.75 ,
18%
$1.25M
Non-Linear • $650K – Planned (BAU)
• $250K – QMU/QSU/QFP
Video • $250K – Opportunistic / Fund Launches
All in Budget: $15M • $100K - ESG
6
Asset Management skews heavily toward primacy with thought-
leadership as primary differentiator for driving acquisition
Primacy Acquisition
7
ICS: Drive differentiation and adoption of Fidelity managed funds
Tout Differentiation Drive Consideration & Action
Demonstrate Expertise Lean into personalized experiences Encourage confidence in investing
Simplify our story through
DISCOVERY Help investors navigate the saturated
Capitalize on Fidelity’s experience and thought Humanize investing & demonstrate shared environment by delivering investing ideas that
leadership to establish the brand as the trusted values by aligning ASM messaging with guides consumers to their next best move.
industry leader when it comes to investing and environments investors are leaning into to Ensure Fidelity’s full suite of investing products
fund management make a passion driven impact. and solutions are top of mind during their
journey to investment action.
Lift in Fidelity as a thought leader and Lift in Consideration for Fidelity* New Money, AOs, Quality New HHs
providing a unique POV*
8 *Via 3P Brand Study; Cost and feasibility to be determined based on final media plan
Integrate priority fund messaging within credible
publisher content
Demonstrate
Expertise
Capitalize on Fidelity’s experience
and thought leadership to establish
the brand as the trusted industry
leader when it comes to investing
and fund management.
Bring Fidelity product offerings and educational content to Insert new fund messaging into trusted newsletters
life through highly visual, custom experiences with trusted news designed to bring you the top news of the day across
sources Morning Brew and Axios
Primacy Acquisition
9
Promote Fidelity thought leadership in targeted
environments
Demonstrate
Expertise
Capitalize on Fidelity’s experience
and thought leadership to establish
the brand as the trusted industry
leader when it comes to investing
and fund management.
Provide quarterly deep dives through promotion of QMU/ QSU/ QFP videos across social & endemic publishers
Primacy Acquisition
Showcase Fidelity thought leadership within regular news touchpoint Apple News using the Fidelity Branded Hub
10Ensure always-on presence across streaming platforms
where audiences are consuming relevant content
Encourage
confidence in
investing
Help investors navigate the
saturated environment by
delivering investing ideas that
guide consumers to their next best
move. Ensure Fidelity’s full suite of
investing products and solutions
are top of mind during their
journey. Continue with cross-screen approach with trusted news sources serving on all digital devices (desktop, handheld, connected
devices) and alternative access points such as YouTube and Apple News
Capture younger audiences and align with thematic initiatives by leveraging digital first story telling across partners like
Bloomberg QuickTake, Group9, or Vox
Primacy Acquisition Test into programmatic YouTube look-alike modeling informed by Fidelity first-party customer data
11Be present where audiences are actively seeking
investment and finance content
Encourage
confidence in
investing
Help investors navigate the
saturated environment by
delivering investing ideas that
guide consumers to their next best
move. Ensure Fidelity’s full suite of
investing products and solutions
are top of mind during their
journey.
Further reach against younger audiences who are eager to Test into new audio inventory by leveraging Audacy’s
increase their investing education through active participation demographic and intent-based contextual targeting across
on social channels and listenership of financial and passion- Audacy’s and Cadence13’s podcast inventory
driven podcast alignment
• Content & Lifestyle Interests (Finance, Technology,
Expand on 2021 R&D efforts through new emerging platforms Entertainment)
Primacy Acquisition such as Reddit, TikTok and Snapchat to reach new ASM • Curated Podcast Show List within Fidelity Buying Guidelines
target
12Ensure contextual alignment for specific fund
messaging across trusted partners
Demonstrate
Expertise
Capitalize on Fidelity’s experience
and thought leadership to establish
the brand as the trusted industry
leader when it comes to investing
and fund management.
Align with hyper-contextual environments where customers
Primacy Acquisition are actively in the mind set to engage with relevant messaging
13Deliver product messaging where signals indicate
interest & expertise in investing
Encourage
confidence in
investing
Help investors navigate the
saturated environment by
delivering investing ideas that
guide consumers to their next best
move. Ensure Fidelity’s full suite of
investing products and solutions
are top of mind during their
Continue to optimize towards strong performing CWE, Retargeting, and Google/Yahoo audience segments that generate the
journey. most incremental value and drive performance efficiency while also leveraging premium partner data through deals with partners
like Mitre Media, Motley Fool, US News, Investing Channel and The Guardian
Tap into Business Insider’s proprietary custom segments across highly relevant and indexed content, prioritizing consumer
privacy and eliminating the need for cookies
Expand native formats to be more contextually relevant and optimize towards the strongest performers
Primacy Acquisition
Redesign creative messages to be competitor specific in order to improve personalization and resonate better with the target
14 audienceLeverage data to drive efficient New Money across
audiences
Convert Handraisers Market Volatility Enhance Targeting
Encourage
confidence in
investing
Help individuals navigate the
saturated environment by
delivering investing ideas that
guide consumers to their next best
move. Ensure Fidelity’s full suite of
Generate incremental value by optimizing 1st Refine audience targets and triggers for future Drive acquisition by extending pure prospecting
investing products and solutions party & predictive audience segments that market volatility campaigns efforts (i.e. prospecting tactics such as keyword
are top of mind during their drive performance efficiencies (i.e. retarget contextual targeting, that excludes Fidelity
existing customers or site visitors & target customers)
journey. those exhibiting similar behaviors)
Increase support for cookie-less tactics to
Prioritize budget towards top performing gain learnings and future proof plan (i.e. prioritize
audiences/tactics (i.e. Top 20% HHI, Brand) first-party data solutions over third-party)
based on learnings from restructured
Customer campaigns and historical Build stronger audience segments through
performance GA360 integration to help refine
Customer/Prospect strategy and further enrich
Primacy Acquisition bid strategies
15ASM Programmatic Audiences
Platform Tactic Tactic Description 2022 Launch Date
Retargets users who have visited Sector, Fixed Income, Equity, Mutual fund,
$1.4M: Site (LZ & AO) Retargeting Passive, Viewpoints, and ETF Landing Zones on Fidelity’s site or who have 1/4/2022
opened a Fidelity account.
Retargets Fidelity customers who take advantage of Portfolio Sector, Portfolio
$915k: CWE Retargeting Fixed Income, Portfolio Equity, and Fidelity ETF investing opportunities or who 1/4/2022
trade 1-36 times per year.
Targets new prospects that have similar attributes to Fidelity customers who trade
1-36 times per year, take advantage of Fidelity Portfolio Fixed Income and
$400k: Prospecting 1/4/2022
Portfolio Index investing opportunities, or users are viewing investing related
content, or search for active/passive keywords and URLs on Google search.
Leverages Fidelity account open floodlights to target users who have similar
$75K: Pure Prospecting - Google Similar attributes to users that have opened Fidelity accounts, excluding Fidelity 1/4/2022
customers for pure acquisition.
Triggers when S&P 500 drops 5% over a 3-day period and retargets Fidelity
$50k: Market Volatility - CWE customers who take advantage of Portfolio FI, Fidelity ETF, and Active Equity 1/4/2022
investing opportunities or visit content related to active investing
Targets YouTube users who possess similar traits and behaviors to Fidelity
$50K: Upper Funnel - Lookalike Modeling
customers who are taking advantage of Fidelity's Fixed Income, Index Fund, 1/4/2022
A35-65 $100k+ HHI Demo
Sector, Equity, and ETF investing opportunities or Trades 1-36 times per year.
$120K: PMP - Business Insider ROS - 1P Targets Business Insider users who are active readers of ETFs and Mutual Fund
1/4/2022
Custom Segments content or are active and savvy Business Insider investors
$27.5K: PG - Mitre Media PG Deal Targets users actively reading ETF & Equity content across ETFdb.com 1/4/2022
$27.5K: PG - Motley Fool PG ETF
Targets users who are actively reading ETF specific content across Motley Fool. 1/4/2022
Contextual Targeting
Uses US News proprietary data to target users who have recently visited a Fidelity
$100K: PG - US News Run of Money 1/4/2022
Mutual Fund, ETF profile, or opened the Invested Newsletter.
16
*Green box indicated new tactics for 2022ASM Programmatic Audiences
Platform Tactic Tactic Description 2022 Launch Date
$125K: Competitor Conquesting Search Keyword Leverages Yahoo search data to target users who search for Vanguard, T.
1/4/2022
Targeting Rowe Price, Schwab, State Street, and Black Rock branded keywords.
Retargets users who are actively searching for index fund tickers and
$50K: Index Fund Ticker Targeting 1/4/2022
keywords on Yahoo search.
Retargets users who are actively searching for Fidelity branded keywords on
$20K: Yahoo Search Keyword Targeting 1/4/2022
Yahoo search.
Targets users who are interested in Mutual Funds, ETFs, and Personal
$550K: Audience Targeting 1/4/2022
Investing.
Targets users who possess similar traits and behaviors to Fidelity customers
that have opened an account, who trade 1-36 times per year, and who takes
$450K: Predictive Pure Acquisition advantage of Fidelity ETF and Portfolio Index investing opportunities, and 1/4/2022
predicts the probability to convert for each user, excluding Fidelity customers
for pure acquisition.
Leverages Yahoo search data to target users who search for branded
$60K: Competitor Conquesting Pure Acquisition 1/4/2022
competitor keywords, excluding Fidelity customers for pure acquisition.
Targets users across Yahoo Finance, users who are interested in ETFs and
Mutual funds (through mobile moment units), and users who are reading or
$360K: Yahoo Native 1/4/2022
visiting content related to ETFs or Mutual funds across Yahoo search with
contextually relevant native ads.
17
*Green box indicated new tactics for 2022Measurement focuses on actionable
learnings to reiterate within planning Key Learning Questions
Which mix of channels, partners and messaging is
1 most effective in driving consideration among young
investors?
Can we explore a more nuanced strategy to support
2 ESG messaging in 2022 (i.e., more varied formats,
refining targeting or sequential messaging)?
Does audio impact consideration and perception of
fidelity managed funds? How can we evolve our
3 measurement approach to understand the impact
audio has on brand health in this rapidly growing
landscape?
How can we leverage our strategic program to
understand more about our audience? What
4 perceptions (i.e., trust, credibility…) are most
important to drive engagement with Fidelity,
especially among younger audience?
18Cross-channel plan utilizes a spectrum of partners to capture Asset
Management audience at various stages and align with their needs
25 35 45 55 65
ESG
Sector | ETF | Equity | Passive| Aggregate | General
Fixed Income
*Where possible to layer on demo targeting, the team will target the core A45-64 across all partners
(except for Thematic & ESG, which allows for a younger skewing audience).
*Plotted 19
based on publisher median age, sourced by Comscore & MRI
*Not included in this view: Google, Bing, DV360
Core Target: A45-64Media will continue to support a variety of sub-messages based on CREATIVE
business priorities
Estimated 2022 Messaging Mix**
Aggregate General Passive
ETF Equity Fixed Sector
Income
20 *Submessage mix excludes Playbook, Ad Serving, Timmer, Online Video and Opportunistic (Strategic Program)
** Messaging Mix estimated based off run ratesESG / Sustainability Launch Support FIDELITY CONFIDENTIAL INFORMATION
Establish Fidelity as a leader in ESG/Sustainable Investing by
highlighting messaging across trusted partners and lifestyle sites
Section Non-Linear
Display Newsletters Audio Social
Takeovers Video
Tap into sustainable Own contextually Meet investors at Appear within Align with engaging Be with the investors
Strategy/ data segments and relevant section fronts their inbox where hyper-relevant ESG and sustainability throughout their day
Tactics targeting tactics to to showcase they are consuming weekly podcast focused video content by appearing against
capitalize on low Sustainability funds news to start the content focused on ESG & Sustainability
hanging fruit to stay day with custom Climate Action Leverage partners like content
top of mind content Bloomberg QuickTake,
Group9, or Vox
experienced in editorial
storytelling
Partners
Budget: $750K
22 Flight: 1/17-3/20Next Steps FIDELITY CONFIDENTIAL INFORMATION
Key Dates & Next Steps
• Havas sending spec sheet for 1/3 launches 10/18
• Havas to provide full ESG recommendation 10/22
• Havas sending spec sheet for ESG launches 10/27
• Spec sheets due for 1/3 launch tactics 11/22
• Search bulksheets due: TBD
• Launch: 1/3 (Search will be live on 1/1)
24APPENDIX FIDELITY CONFIDENTIAL INFORMATION
Asset Management – BAU Full Year Support
Programmatic
v $4.7M* | 60%
Rotational
$107K | 1%
Sponsorships
$189L | 2%
Audio
$150K | 2%
NL Video
$900K | 12%
Social
v $1.75M | 22%
Total BAU: $7.8M
*Programmatic includes full budget, and does not yet break out upweight of new fund launches.
**NLV includes QMU/ QSU support with Forbes & Quartz ($250k)..
- Percentages are based on portion of overall cross-channel BAU support budget.Evaluate opportunities that bring Fidelity’s Active
Management subject experts into “humanized” dialogue
Active Management Strategic Program
Demonstrate
Expertise
Capitalize on Fidelity’s experience
and thought leadership to establish
the brand as the trusted industry
leader when it comes to investing
and fund management.
Position Fidelity as a thought-leader in the Active Management space by evolving past and/or current program elements to drive
impact & lift in behavioral and attitudinal measures
Primacy Acquisition Build credibility by infusing Fidelity expertise into established investing programming/content
27 Please note that these logos represent a tentative consideration set and are note yet final.You can also read
