Nearly every bank offers advertisements throughout its website highlighting key products and accounts to new and existing clients. In this Bank Monitor report, we look at the promotional images and text-based advertisements on both the public and private sites that firms are using to highlight accounts and account features.
In this edition of Bank Monitor Report, we look at the way firms advertise products and services in four distinct sections of each of the firm’s site – the public site homepage, private site homepage, private site Products or Offers page, and the private site logout page – examining the locations of the ads and banner promotions along with the functionality and content. As we investigated what is currently being offered by each firm, we focused on the following issues:
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What types of advertisements are firm’s using for promotions (e.g. banner ads, skyscraper ads, text-based ads, multiple ads or animated graphics)?
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Are multiple ads for the same product used on the firm’s site?
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Are firms only promoting in-house products or third-party products as well?
All 16 banks tracked by Bank Monitor display advertisements on their public site homepage, with only 81% of those firms offering advertisements on the private site homepage. Seven Bank Monitor firms offer a dedicated private site promotions page with five of those firms offering both private site homepage ads and a dedicated private site promotions page. Logout pages are used by 43% of Bank Monitor firms as a final way to promote products to existing clients.
Of the firms covered in this report, 94% offer a promotional banner at the top of the public site homepage highlighting a popular account or banking feature and 75% of banks include smaller graphic ads on the public site homepage. Additionally, of the firms that offer advertisements on their public or private site homepages, eight banks display scrollable ads allowing firms to promote multiple accounts and features.
Additional key findings include:
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Of the firms covered, 50% only use text ads within the public or private site.
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Of the firms covered, 38% use advertisements to promote third-party products.
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Only two Bank Monitor firms use animated advertisements to draw attention to specific promotions.
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Currently, the most commonly promoted features in public and private site ads are online banking, online bill pay and mobile banking.
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