November 19, 2007
Where have all the URLs gone?
Many of the current banking television commercials appear to be running with the URL in the call to action. Current television commercials for Suncorp, St George, Westpac and NAB are running without the inclusion of the URL in their call to action.
Bank of Queensland and ANZ stand out as the only larger banks that include their URLs in television commercials. The exception for ANZ is the current “Over 60’s” campaign. Its call to action includes the call centre or visiting a branch. Compared to APIA who targeting the same market, the URL is clearly displayed in its current advertising.
It seems that many more insurers are including the URL in their television commercials than banks. APIA, AAMI, Budget Direct, RACQ and NRMA all include the URL at some stage. QBE, Suncorp and Allianz are stand outs by the exclusion of the online address. Granted you have to be actively looking to find the URLs in some current commercials. RACQ promotes www.racqinsurance.com.au in white copy on a light blue background; the lack of contrast makes this difficult to read.
With all these financial institutions offering robust online services why are the URLs not included in their television advertising? Some of these organisations offer online discounts and special offers, for example Allianz offers 10% discount off personal insurance.
Many radio commercials include “or visit our website” in the call to action as reading out the URL eats into the time allocation. Being a visual medium, television is ideal for promoting URLs, so why are so few of the larger financial institutions including them?
A quick check of most ad breaks will show that the majority of ads for almost any product include a URL; everything from diet plans to sheds to car tyre retailers. Yet the major banks and insurers are currently not promoting their websites via their television advertising.
Recent ACNielsen research found that online banking services are the key attribute considered by customers when selecting their main bank. Similar influences have been found for insurance customers.
So with this in mind the question remains – where have all the URLs gone?
Written by: Charis
Filed Under: The Better Banking Blog
Tags: advertising, banking, insurance, online marketing
Trackback URL: http://www.bankingreview.com.au/2007/11/where-have-all-the-urls-gone.html/trackback
benry
November 20, 2007 at 2:12 pm
Sadly I think the URLs have disappeared because too many banks & credit unions want you to visit a branch, sit across from someone, experience a consultative process (e.g. advisory) and allow them a chance to sell you a product or service. There is a profound lack of confidence that 1) this can be done online 2) that consumers will in fact take the time to do this online and identify themselves. That and of course, people might have just forgotten to add them to the print job.