Across four publishers and twelve pieces of content, the campaign generated a total of 17.8 million impressions, 188,000 clicks, and 110,000 total engagements from October – December 2022. Niche publications like Investment News and Kiplinger had the highest engagement rates, both publications reaching an average time on page of over 4:00, while larger publications like Bloomberg and Barron’s garnered the largest reach, with 10M and 15.4M unique views respectively. Consumers resonated with a more indirect approach to annuities by tying content to timely, relevant topics such as women and the recession, while financial professionals resonated with a more direct approach. Coegi extended content reach across platforms by layering programmatic and social campaigns, accounting for 28% of overall impressions.
The Kiplinger content piece “How to Get Retirement Income You Can Count on for Life” had the highest page views (24,516) and longest average time on page (4:39), indicating the importance of applying statistical research in a relevant, easy-to-digest format. Investment News podcasts garnered an average of over 1,000 downloads, on par with their engagement benchmark for Retirement Repair Shop, and “Demographics & the Coming Retirement Crisis” had the most downloads with a final count of 2,184, exceeding the benchmark by 118%.
Bloomberg exceeded their contracted content impressions by 26%, and shorter, snackable content performed better on publications with high reach and numerous sponsored placements. The Wall Street Journal and Barron’s content “Psychology of Retirement Planning” program delivered 43,000 page views, exceeding the page view goal by almost 40%, while “Retirement Uncertainty” resonated with financial professionals and high net worth individuals, resulting in strong engagement as users spent 40% more time than average.