CASE STUDY

Just in case you don’t quite understand any of the information below, that’s okay. In a nutshell we created a standard campaign and took it a step further by adding additional layers of information that worked with our algorithm to display ad content based on the weather outside. Take control of your advertising.

Executive Summary

Analysis

Following the conclusion of an in depth  demographic and psychographic analysis via a survey of all agents and existing customers, Edison and Pinnacle collaborated on a pilot program utilizing digital advertising to drive new policy quotes via the Edison web portal.

Key Customer Motivators

Survey Findings
  • Nearly 9 in 10 respondents would consider re-evaluating their current policy. This is an opportunity for your agents to reach out to existing customers
  • Price and coverage were the two most important factors when picking a policy; 76% and 84% respectively
  • 49% of respondents would be comfortable shopping for a quote online, if there was assistance available
  • 42% of respondents are afraid that they might miss an important coverage item if they were in charge of putting their own policy together

Digital Media Strategy

Google AdWords and Programmatic Display were chosen as the test media platforms for the pilot program.

Audience Targeting

Edison provided specific geographic areas to target for growth:
–Brevard County
–Escambia County
–Lee County
–Palm Beach County
–Volusia County
Additionally, household income over $100,000/year were layered on top of the geo targeting to shrink the potential audience for the pilot program – stretching the value of each dollar.

Digital Media Execution

For the both SEM and Display portions of the initiative, a multivariate tactic was used, utilizing different creative to test against each other.

Dynamic programmatic creative was activated starting in May, utilizing creative specifically designed to be displayed when it was raining and/or a severe weather warning in the consumers location.

The mobile interstitial IAB format (full screen tablet) has been the industry’s best performing inventory, and was purchased to supplement the standard IAB banners. In fact, all available inventory was purchased based on the programmatic profile in the selected geos.

Of the standard messaging,  the “couple” creative out-performed the other standard IAB initiatives by 30%, although all performed to industry standard metrics.

Weather Activated Creative

Dynamic programmatic creative was activated starting in May, utilizing creative specifically designed to be displayed when it was raining and/or a severe weather warning in the consumers location.

Display Performance

Cumulative KPI

$1.2 AVG CPC
$4.23 AVG CPM

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