TRANSUNION ADFUEL Audience Buying Guide

Transcription

1 TRANSUNION ADFUEL Audience Buying Guide TU AdfuelSM Make the Right Impressionsm The Financial Services and Insurance Industries trusted source for consumer finance and small business audiences Q2, 2016 In partnership with TransUnion AdFuel Audience Buying Guide TransUnion 555 West Adams Chicago, Illinois TransUnion.com

2 TU Adfuel SM Make the Right Impression sm TransUnion AdFuel powers your digital media campaigns with highly qualified audiences for the financial services and insurance industries TransUnion LLC All Rights Reserved Find our audiences across the online advertising ecosystem on the industry s leading publishers and platforms. No part of this publication may be reproduced or distributed in any form or by any means, electronic or otherwise, now known or hereafter developed, including, but not limited to, the Internet, without the explicit prior written consent from TransUnion LLC. Requests for permission to reproduce or distribute any part of, or all of, this publication should be mailed to: Law Department TransUnion 555 West Adams Chicago, Illinois The TU logo, TransUnion, and other trademarks, service marks, and logos (the Trademarks ) used in this publication are registered or unregistered Trademarks of TransUnion LLC, TransUnion Digital LLC, or their respective owners. Trademarks may not be used for any purpose whatsoever without the express written permission of the Trademark owner. 3 TransUnion AdFuel Audience Buying Guide

3 TU AdFuel audiences leverage TransUnion data, delivering actionable data and insights to financial services and insurance organizations. Our data helps organizations identify new opportunities and assess risk. We see information not for what it is, but for what it can help people achieve. Achieve great things with TransUnion. Find The Right Audience 8 ABOUT TRANSUNION 11 The TU AdFuel Difference 12 What s New in 2016 NEW! 13 In-Market Targeting for Credit Cards, Mortgage, and Autos NEW! 14 CreditVision Income Estimator NEW! 15 Consumer and Small Business Targeting 17 Audience Overview TU AdFuel SM Make the Right Impression SM 25 Credit Tiers and Demographics 27 Credit Card 31 Insurance 35 Mortgage 39 Auto 46 SMALL BUSINESS 51 Prospecting 53 Small Business Identification for Cross-Sell 55 HOW TO ACCESS TU ADFUEL AUDIENCES in Oracle Data Cloud 5 TransUnion AdFuel Audience Buying Guide

4 About TransUnion About TransUnion 11 The TU AdFuel Difference 12 What s New in 2016 NEW! 13 In-Market Targeting for Credit Cards, Mortgage, and Autos NEW! 14 CreditVision Income Estimator Targeting NEW! 15 Consumer and Small Business Targeting 17 Audience Overview 8

5 overview TransUnion s numbers speak for themselves With both nationwide consumer credit data and comprehensive, diverse public records data, we can better predict behaviors and assess risk for our customers. Join top companies who have already discovered the benefits of working with TransUnion overview 230 Million Credit Profiles TransUnion maintains credit profiles for 230 million U.S. consumers 9 of the top 10 Banks 65,000 Businesses We have a global customer base of over 65,000 businesses 5 of the top 5 Credit Card Issuers 90,000 Data Sources Our 90,000 data sources include financial institutions, private databases and public records 14 of the top 15 Insurance Carriers 200+ Data Scientists Our resources include more than 200 data scientists in 25 centers distributed globally 3.6 Billion Updates Per Month Data stays current with 3.6 billion updates per month 25 of the top 25 Auto Lenders 30 Months, 20 Addresses Each Up to 30 months of historical data and 20 addresses per consumer account delivers longitudinal financial history 5 of the top 5 Wireless Providers TransUnion consumer research 9 TransUnion AdFuel Audience Buying Guide 10

6 overview The TU AdFuel Difference Precision Targeting TU AdFuel provides consumer finance and small business data from over 90,000 primary data sources, delivering precision reach for improved campaign performance. Using our patent-pending offline-to-online matching technology, you can be more confident that when ad impressions are served to TU AdFuel audiences, real consumers and small businesses will view them. These audiences reach consumers and small businesses that are more likely to meet your financial and insurance related targeting criteria, helping drive increased performance for your campaigns. What s New for 2016 For 2016, TU Adfuel has added new improved income audiences as well as in-market audiences for credit card, mortgage, and auto lending. Learn more about these new audiences on pages 10 and 11 and find them in the sections listed below. CreditVision Income Estimator Look for this new audience in Credit Tiers and Demographics: 26 CreditVision Income Estimator New In-Market Audiences Look for these new in-market audiences in the Consumer Finance section: overview Credit Card and Personal Loan In-Market Propensity Mortgage and Home Equity Loan In-Market Propensity Auto Loan and Auto Loan Refinance In-Market Propensity 11 TransUnion AdFuel Audience Buying Guide 12

7 overview In-Market Targeting for Credit Cards, Mortgage, and Autos CreditVision Income Estimator Targeting overview Changes in certain average credit-related charactaristics can be leading indicators for when consumers are in-market for financial services products like new credit card, mortgage, and auto loan applications. Balance duration and payoff Utilization shifts Our new CreditVision Income Estimator audiences leverage new algorithms and modeling attributes to reduce volatility and increase the accuracy of average estimated household adjusted gross income within a ZIP+4 microgeography. This new modeling approach was validated using a sample of anonymized IRS 1040 tax returns. It uses five different scorecards to more accurately segment household incomes based on consumer credit behavior. The resulting audiences provide significantly more accurate average income estimate within a ZIP+4. Payment ratios Thresholds Inquiries and accounts Score change Spend velocity TransUnion Digital built predictive models that rely on these in-market signals and aggregated the resulting data to create highly effective and compliant audiences. Level of variance addressed 50% 40% 30% 20% Accuracy of Income Estimator 3.0 vs. CreditVision Income Estimator 10% 0% Income Estimator 3.0 6x more accurate CreditVision Income Estimator TU AdFuel in-market audiences give financial services advertisers a new way to achieve higher levels of brand consideration BEFORE consumers are likely to apply for a new credit card or loan. The new CreditVision Income Estimator model is six times more accurate than the previously used Income Estimator 3.0. See the new CreditVision Income Estimator audience on page TransUnion AdFuel Audience Buying Guide 14

8 overview consumer & Small Business Targeting Consumer Audiences consumer & Small Business Targeting Small Business Audiences overview Our consumer finance audiences target consumers who are likely to act on a given promotion across categories such as credit card, insurance, mortgage and auto. TU AdFuel audiences are based on actual financial information on nearly every market-active consumer in the country. Aggregated and depersonalized, our methodology uses ZIP+4 micro-geographies to achieve a high level of targeting effectiveness while maintaining regulatory compliance. We bring together TransUnion consumer data with firmographics to enable targeting of over 32 million small business decision makers like owners and executives. 15 TransUnion AdFuel Audience Buying Guide 16

9 overview Audience Overview overview Consumer Finance Credit Tiers and Demographics, Credit Card, Insurance, Mortgage, and Auto Small Business Industry, Revenue, Number of Employees, Title, Location, and Years in Business Access Audiences Step-by-step guide for finding these new audiences across the digital advertising ecosystem 17 TransUnion AdFuel Audience Buying Guide 18

10 Consumer Finance According to emarketer, the Financial Services industry will spend $3.9 billion on U.S. display advertising in 2016.* With much of this spend focused on products like credit cards, insurance, mortgages and auto, finding consumers who are likely to respond to a given product or promotion is key to driving performance. When financial services campaigns target consumers that are unlikely to act, impressions are wasted. By targeting consumers based on their likelihood to meet a financial institution s ideal consumer profile, impressions are focused where they can have the most impact, driving greater campaign performance. Consumer Finance 22 Consumer Finance 23 TU AdFuel SM Make the Right Impression SM 25 Credit Tiers and Demographics 27 Credit Card 31 Insurance 35 Mortgage 39 Auto * emarketer, Digital Ad Spending Benchmarks by Industry, May TransUnion AdFuel Audience Buying Guide 20

11 Consumer finance Quality TransUnion s data is based on primary sources of information for consumer finance not panels, surveys or online behavior. Reach TU AdFuel audiences reach more than 110 million market-active, online adults in the U.S.* with data derived from over 90,000 primary data sources. Recency TransUnion data is updated 3.6 billion times per month to make available the most up-to-date information possible. Access highly qualified consumer audiences based on current, aggregated data. Compliance As a Consumer Reporting Agency (CRA), we are subject to rigorous oversight and regulation. TU AdFuel audiences are aggregated and depersonalized. *Oracle Data Cloud, July TransUnion AdFuel Audience Buying Guide 22

12 TU AdFuel SM Make The Right Impression SM Identify consumers who are most likely to act on a product or promotion Our audiences help you identify consumers who are most likely to respond to a given product or promotion. The key to precision targeting consumer finance audiences is to ensure the data being used is derived from primary sources and linked to online users with a high degree of confidence. Consumer Finance Precision Targeting Behavior Demographics Suppress consumers who are unlikely to act on a product or promotion to avoid wasting marketing dollars 23 TransUnion AdFuel Audience Buying Guide 24

13 Credit Tiers & Demographics TU AdFuel Audiences Credit Tiers & Demographics Average Aggregated Credit Tiers Measures average aggregated credit score of consumers, based on credit scores averaged across a geographical area (ZIP+4) Sub Prime 1 st Quartile Sub Prime to Near Prime 2 nd Quartile Near Prime to Prime 3 rd Quartile Prime to Super Prime 4 th Quartile Aggregated Credit Tiers, Age, Estimated Income, and Gender Income and credit tiers are two primary factors in consumer likelihood to act on promotions for credit cards, insurance, mortgages, and auto loans. TU AdFuel has developed a privacy-friendly and compliant solution for identifying consumers likely to meet certain income and credit-related criteria. Using aggregated income and credit targeting helps minimize impressions wasted on consumers unlikely to act on an advertiser s offer, increasing the likelihood of meeting campaign objectives. Age and gender are two of the most commonly used demographics to classify online users into an ideal audience. Our gender data identifies approximately 94% of our consumer population as female or male.* Our age targeting data identifies adult consumers 18 and over for approximately 80% of our consumer population.* Age Consumer age in ranges CreditVision Income Estimator NEW! Measures average estimated household income ranges of consumers in a geographical area (ZIP+4) Less than $50,000 $125,000 $149,999 $50,000 $74,999 $150,000 $174,999 $75,000 $99,999 $175,000 - $199,999 $100,000 $124,999 $200,000+ Gender Female Male Unknown * TransUnion consumer research 25 TransUnion AdFuel Audience Buying Guide 26

14 Credit Card Over 100 million new credit card accounts are issued annually in the U.S. Credit card account acquisition is fiercely competitive. In the U.S. alone, more than $659 billion in outstanding credit card balances were reported for Over 100 million new credit card accounts are forecast to be issued annually in the U.S. Approximately 35% of new cards are issued to consumers with sub prime and near prime credit risk.* When targeting for new card holder acquisitions, consider which risk tiers best fit your target profile. Also, consider targeting an audience by their average likelihood to be in-market for a new card. TU Adfuel s new in-market credit card audiences help identify consumers who are most likely to be in-market for a new card in the next 90 days. Precisely target this audience with TU AdFuel. * TransUnion consumer research 27 TransUnion AdFuel Audience Buying Guide 28

15 TU AdFuel Audiences Credit Card targeting in Practice Credit Card Credit Card In-Market Propensity NEW! Measures average likelihood to be in-market for a new credit card account within the next three months Likelihood to Respond to a New Credit Card Offer Measures average likelihood of responding to new offer Seasonality of Spend Measures average total activity low to high by quarter as a percentage of last 12 month spend Available Balance Measures average available balance of all credit cards Prepayments Objective Acquire new prime and super prime card customers. Ideal Audience Consumers who are more likely to be in-market for a new credit card in the next 90 days and who fall within an income range and risk tier appropriate to a credit card product. Average Aggregated Credit Tiers Select prime and super prime average aggregated credit tiers (4 th quartile). Average loan prepayments in last 12 months, total amount prepaid and average number of prepayments 1 ST Quartile Sub Prime 2 ND Quartile Sub Prime to Near Prime 3 RD Quartile Near Prime to Prime 4 TH Quartile Prime to Super Prime Retail Credit Card Account Balance Measures average total retail account balance Estimated Income Set an income range appropriate to the product. Retail Credit Card Utilization Measures average current utilization for all retail credit accounts New Accounts Opened Measures average new accounts opened in the last 12 months <$50K $75K $100K $125K $150K $175K $200K+ Credit Card In-Market Propensity Target consumers who are most likely to be in-market for a new credit card account in the next 90 days. Least likely Unlikely Somewhat unlikely Somewhat likely Likely Most likely 29 TransUnion AdFuel Audience Buying Guide 30

16 Insurance 71% Of consumers shopping for insurance shop online. With 71% of consumers shopping online, obtaining an average of 2.7 quotes*, insurance carriers are increasingly dependent on display advertising to support their overall marketing efforts. Success depends on keeping conversion rates high and acquisition costs low. With TransUnion s insurance audiences, carriers can expand campaign reach beyond existing customers to find new prospects based on insurance risk, loyalty, and likelihood to be in-market for insurance products. *comscore 2013 & 2014 Online Auto Insurance Shopping Report Source: comscore 2014 & 2014 Online Auto Insurance Shopping Report Take advantage of this trend by targeting this audience with TU AdFuel. 31 TransUnion AdFuel Audience Buying Guide 32

17 TU AdFuel Audiences Insurance Targeting in Practice Property Insurance Autos Average Aggregated Insurance Risk Tiers Measures average auto insurance score of consumers, based on aggregated auto insurance scores averaged across a geographical area Property Average Aggregated Insurance Risk Tiers Measures average property insurance score of consumers, based on aggregated property insurance scores averaged across a geographical area Insurance Shopping Indicators Measures average amount of insurance shopping activity in the last 3, 6, 9, 12, 18 and 24 months Average Insurance Loyalty Tiers Measures average likelihood of consumers to continue a life insurance policy for at least 3 years based on aggregated life insurance persistency scores across a geographical area Objective Acquire new property and casualty insurance customers. Ideal Audience Consumers who have recently moved and have been shopping for insurance are more likely to purchase new property and casualty insurance.* The ideal target audience also holds a low property risk score. *TransUnion consumer credit database Property Average Aggregated Insurance Risk Tiers Select consumers with the least risk (4 th & 5 th quintiles). 1 ST Quintile 2 ND Quintile Very high loss ratio 1 ST Quintile 2 ND Quintile Lowest average activity 3 RD Quintile 3 RD Quintile 4 TH Quintile 5 TH Quintile Very low loss ratio Insurance Shopping Indicators Select 9 month indicator and highest activity (4 th & 5 th quintiles) to target consumers most likely to be shopping for an annual policy in the next 3 months. 4 TH Quintile 5 TH Quintile Highest average activity Average Length of Residence Select consumers at a residence for the least amount of time, indicating a recent move (1 st quartile). 1 ST Quartile 2 ND Quartile Shortest time at current address 3 RD Quartile 4 TH Quartile Longest time at current address 33 TransUnion AdFuel Audience Buying Guide 34

18 Mortgage 5 Million New mortgages are issued each year Nearly 5 million new mortgages are issued each year in the U.S. with the vast majority going to consumers with prime or better credit ratings.* TU AdFuel audiences help you target consumers most likely to be in-market for a new mortgage or home equity loan product and are likely to meet credit requirements. These factors are crucial to achieving new mortgage and home equity acquisition campaign objectives. Target consumers who are likely to apply for new mortgages or refinance accounts and who fall within a specific average aggregated credit tier. * TransUnion consumer credit database 35 TransUnion AdFuel Audience Buying Guide 36

19 TU AdFuel Audiences Mortgage Targeting in Practice Mortgage Mortgage Loan In-Market Propensity NEW! Measures average likelihood to be in-market for a mortgage within the next three months Home Equity Loan In-Market Propensity NEW! Measures average likelihood to be in-market for a new home equity loan within the next three months Number of Mortgages Measures average number of active, open mortgages (first, second, etc.) Recent Mortgage Application Activity Measures average number of mortgage inquiries in the last 6 months Potential Equity Objective Acquire new mortgage accounts. Ideal Audience Consumers who are likely to be in-market for a new mortgage and are also likely to fall within a specific average aggregated credit tier. Mortgage Loan In-Market Propensity Target microgeographies with consumers who are most likely to be in-market for a new mortgage. Least likely Unlikely Somewhat unlikely Somewhat likely Likely Most likely Measures average balance as compared to original loan amount used as a proxy for home equity Mortgage Balance Measures average outstanding balance of active, open mortgages (first, second, etc.) Average Aggregated Credit Tiers Select prime or higher average aggregated credit tiers (3 rd & 4 th quartiles). 1 ST Quartile Sub Prime 2 ND Quartile Sub Prime to Near Prime 3 RD Quartile Near Prime to Prime 4 TH Quartile Prime to Super Prime 37 TransUnion AdFuel Audience Buying Guide 38

20 Auto Nearly 17 million new autos were sold in 2015 in the U.S.* Over 36% of new auto loans are issued to sub prime and near prime accounts.** When targeting audiences for auto campaigns, consider which tiers an auto lender typically targets when acquiring new customers. Transunion s in-market modeling allows you to target microgeographies containing consumers who are likely to be in-market for a new auto loan in the next 90 days. Over 17 Million New autos were sold in 2015 Use TU AdFuel audiences to target consumers who are ready for a new auto loan. * TradingEconomics.com, Autodata Corporation, January 2016 ** TransUnion consumer research 39 TransUnion AdFuel Audience Buying Guide 40

21 TU AdFuel Audiences Auto Targeting in Practice Auto Auto Loan In-Market Propensity NEW! Measures average likelihood to be in-market for a new auto loan in the next three months Auto Refinance In-Market Propensity NEW! Measures average likelihood to be in-market to refinance an auto loan within the next six months Objective Acquire new auto loan customers. Ideal Audience Consumers who are likely in the market for a new auto loan and fall within a specific average aggregated credit tier. Active and Open Auto Loans Measures average number of active, open auto loans Auto Loan Balance Auto Loan In-Market Propensity Target microgeographies with consumers most likely to be in-market for a new auto loan. Measures average auto loan balance amount for open auto loans Least likely Unlikely Somewhat unlikely Somewhat likely Likely Most likely Average Aggregated Credit Tiers Select prime or higher average aggregated credit tiers (3 rd & 4 th quartiles). 1 ST Quartile Sub Prime 2 ND Quartile Sub Prime to Near Prime 3 RD Quartile Near Prime to Prime 4 TH Quartile Prime to Super Prime 41 TransUnion AdFuel Audience Buying Guide 42

22 Small Business 46 TU Small Business 51 Prospecting 53 Small Business Identification for Cross-Sell TU AdFuel uses data on 27 million unique businesses from over 70 small business data sources to create your ideal audience. 43 TransUnion AdFuel Audience Buying Guide 44

23 Small Business Start TU Small Business Small businesses represent over $6 trillion in economic activity annually.* These businesses need banking and insurance products and services and represent significant opportunities for advertisers who are able to find and engage them. TU AdFuel audiences connect brands with small business decision makers, delivering messages across multiple channels and screens. TU AdFuel can help you: Prospect small business target audiences, including decision makers Cross-sell small business services to existing customers * Small Business Administration FAQ, March TransUnion AdFuel Audience Buying Guide 46

24 Prospecting at Scale Based upon a breadth of information, TU AdFuel includes data on 27 million unique, telephone-verified businesses from over 70 small business data sources Cross-Sell TU AdFuel identifies consumers that are also business owners to improve up-sell and cross-sell activities 47 TransUnion AdFuel Audience Buying Guide 48

25 TU adfuel Audiences Small Business Company Location Total Number of Company Employees Small business location by state Up to 2 employees 2-4 employees Small business Annual Company Revenue Up to $250,000 $250,001 - $500,000 $500,001 - $1,000,000 $1,000,001 - $3,000,000 $3,000,001 - $10,000,000 More than $10,000,000 Total Number of Years in Business Less than 2 years 2-5 years 6-10 years 5-9 employees employees employees More than 100 employees Industry Vertical Business Classifications Based Upon SIC/NAICS Codes Business/Professional Services Construction Financial Services Government Employment Title Healthcare Non-Profit Personal Services Retail SOHO Small business More than 10 years Chairman Chief Executive/C Level Executive Owner President Professional/Medical 49 TransUnion AdFuel Audience Buying Guide 50

26 Prospecting Targeting in Practice Small Business Prospecting Small business accounts are 2-4x more profitable than consumer accounts.* Whether they are shopping for insurance quotes for office space, applying to finance a fleet of business cars or buying new IT equipment, small business executives are continually investing in their businesses. TU AdFuel knows how to find the small business executives who are a perfect fit for any lender or insurance carrier campaign. Objective Credit card companies want to target small business owners with fewer than 10 employees for new card offers. Ideal Audience The ideal small business audience for new credit card acquisition includes decisions makers in small companies who are likely in higher aggregated credit tiers. Employment Title Select owners and executives to target decision makers. Small business Chairman Chief Executive Executive Owner President Professional/ Medical Total Number of Company Employees Select entries of up to 2 employees, 2-4 and 5-9 to find businesses with fewer than 10 employees. Employees Small business Up to Average Aggregated Credit Tiers Select small business owners and executives in higher average aggregated credit tiers (3 rd & 4 th quartiles). * Financial Insights, ST Quartile Sub Prime 2 ND Quartile Sub Prime to Near Prime 3 RD Quartile Near Prime to Prime 4 TH Quartile Prime to Super Prime 51 TransUnion AdFuel Audience Buying Guide 52

27 Small Business Identification for Cross-Sell Targeting in Practice Small Business Cross-Sell The small business market is widely viewed as a largely untapped revenue source for the financial services industry. Use TU AdFuel small business audiences to identify small business prospects within an advertiser s first party data. By intersecting small business audiences with existing first party audiences, a new cross-sell audience can be created to deliver targeted campaigns. Objective A large national bank wants to identify and target small businesses within its existing customer file to cross-sell small business and credit card products. Ideal Audience The ideal small business audience for cross-sell includes existing bank customers who would be interested in offers unique to small business and who are decision makers, such as business owners and executives within those small businesses. Small business Cross-Sell Opportunity Employment Title Select owner and executive titles to identify and target decision makers, and layer this audience with the bank s existing customer records. Small business Small Business Audience First Party Consumer Data Chairman Chief Executive Executive Owner President Professional/ Medical 53 TransUnion AdFuel Audience Buying Guide 54

28 Oracle Oracle Data Cloud Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy. Access TransUnion data through the BlueKai Audience Data Marketplace portal. There you can find TransUnion audiences listed under branded audiences. The Audience Data Marketplace enables leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing Log in at partners.bluekai.com. Select "New Audience." Then select "Branded Audiences" or search for TransUnion. Choose the TransUnion audiences that best fit your needs. If you need help, the Data Hotline team can guide you. Reach out to TheDataHotline@oracle.com and you'll get a same-day response. Audience access 55 TransUnion AdFuel Audience Buying Guide 56 audience access

29 facebook Facebook Facebook has unparalleled reach, with 193 million people visiting monthly in the U.S. Now with TransUnion s aggregated financial data available through a partnership between TransUnion and Oracle Datalogix you can identify the optimal Facebook audience for your digital marketing campaign by selecting audiences most likely to have interest in your offer and the ability to act on it. TransUnion credit insights are aggregated, contain no personally-identifiable information and are matched to Facebook in a privacy-safe manner. Visit Facebook.com/business to learn more about Facebook. Facebook partners with Oracle Datalogix for targeting. To include TU AdFuel audiences in a targeting campaign with Facebook, you ll work with Oracle Datalogix to order an audience. Before you get started, be sure to have your Facebook Account ID ready Visit or if you are with Facebook. Select Order an Audience. Identify that you are interested in TU Audiences. The Data Hotline team will take care of everything from here and enable the TU Audiences in your Facebook account within 24 hours. Audience access 57 TransUnion AdFuel Audience Buying Guide 58 audience access

30 Choose TU AdFuel The value inherent in precision targeting can be easily underestimated, especially in the financial services and insurance industries. With TU AdFuel, you can now precisely target audiences who are ready to act and meet a desired income or credit tier profile, driving improved campaign results. No one specializes in discovering the stories that live within the data like we do. We see information not for what it is, but for what it can help people achieve. Contact us to learn more about TU AdFuel or to schedule a training session on our audiences. TU AdFuel - Make the Right Impression tu_digital@transunion.com