A leading personal insurance brand wanted to stand out in a crowded category with numerous competitors that spend heavily on national TV ads. The brand tapped Roku and programmatic partner Yahoo DSP to achieve the combined precision and scale that only the #1 TV streaming platform can deliver.¹
The challenge
Personalized reach is the ideal way for insurance carriers to break through.² Knowing this, the brand was looking for ways to use customer insights to convert existing policy holders to a broader range of services, while also attracting net new customers. And they hoped to achieve these goals while maximizing the efficiency of their spend per household.
The campaign
The approach
The insurance brand worked with their longtime digital ad partner, Yahoo DSP, to place video ads on Roku, along with other streaming platforms. The spots featured the brand’s popular spokesperson, spotlighting the insurance brand’s twenty-four seven customer service availability.
The campaign leveraged the brand’s first-party data to identify customers across Roku’s media platform and premium content library. Together, they helped the brand target existing policy holders and new audiences who are unreachable through linear TV. The audience strategy prioritized converting customers who already held one type of insurance policy to using the brand for all of their insurance needs.
The results
Roku’s audience proved to be unique as two of out every three households reached by Roku were not reached by any other CTV platform. Additionally, the campaign also met the brand’s goal of reaching audiences more efficiently: Roku’s cost per household reached was 32% lower than the campaign average.³
“We're excited to see how Yahoo DSP’s capability paired with the scale offered by Roku helped the insurance brand supercharge their household reach and efficiency, maximizing their investment through the Yahoo DSP," said Mark Fleisch, Director, Advanced TV at Yahoo DSP
“Roku’s premium inventory represents a huge opportunity for digital marketers looking to reach cord-cutters and maximize spend,” said Miles Fisher, head of emerging and programmatic sales, Roku. “It was a pleasure to show the insurance brand how CTV can help marketing dollars work smarter, not harder.”
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¹ In the U.S. and Mexico, based on hours streamed, Dec 2023, Hypothesis Group
³ Q4 2023
