These days, audiences are accustomed to two things: 1) an abundance of choice and 2) a shortage of time in their day. They have the power to selectively choose the web destinations they view, seeking to be entertained or informed, and in the best cases, both. In a sea of information and content, only a handful of truly dynamic sites can capture individuals’ already strained attention spans. Those that do are worth their weight in gold.
Audiences interested in financial news, trends, and guidance are a savvy bunch. They never completely turn off the part of the brain that wants to gain the upper hand monetarily. Wherever they may be on the web, be it a financially-endemic site or otherwise, consumers who feed the topline revenue of financial institutions are always ready to learn more about what a retail bank/asset manager/retirement plan can offer them.
The key is to know where these elusive consumers are spending their hours. If you know that, you can cost-effectively position your message in an environment that
A) they trust with their precious time, and
B) will resonate with their always-on financial mindset.
With all that, it’s no wonder that Xfinity.com (and My.Xfinity.com) is one of a select few sites with scale and premium content that financial decision makers spend time with. In fact, Xfinity.com households are 88% more likely to visit a financial institution’s website than the national average. Download our report and gain more insights like this.
Big data and its application has forever changed the advertising industry, and that’s a great thing. It’s critical however, to make sure that when making brand marketing decisions, the data does not completely replace rational human thought. You can be better informed to make better decisions with data, but you’ve also got the world’s oldest and most sophisticated algorithm between your very own ears. It’s so important (and frankly, empowering) to put your faith in your own ability to logically decide where your precious ad budgets can and should be entrusted.
Originally published on ComcastMedia360.com.