Finding the right people
As an insurer specialised to cater to a specific demographic, we already had a starting point for their target audience.
We expanded this profile by taking into account other factors that might affect their likelihood to convert in future – for example, their affluence.
With the audience profile in place, we then used Programmatic Display to find users that matched the profile at the right point in their digital journey.
Finding the right people was only the first part of the challenge – we knew that in such a competitive marketplace we would need creative that would stick with those users.
Video as impactful creative
With the knowledge that we needed our creative to work hard, we focused on creating video ads that would engage users and leave a lasting impression.
This dynamic content, built not only to engage users but also to tell the brand story, allowed us to achieve results that exceeded industry benchmarks.
Making the most of our display expertise, we launched a new insurance brand by delivering an award-nominated video display campaign.
- 1.2 million impressions delivered
- Over 16,000 engagements with the content
- Click-through rate 2.4 times greater than industry benchmark
- 27.9 seconds average engagement time – also higher than industry benchmark