Target middle and upper-income households who need homeowners insurance for a new home, or who may be open to switching insurance providers.
Vienna Insurance Group wanted to increase its homeowner insurance customer base by targeting consumers who either need homeowners insurance because they’re in the process of buying a new home or were open to considering a new provider.
To drive media efficiency, the client was keen to eliminate renters and apartment-house dwellers from the campaign.
Our audience data is ideal for reaching consumers based on their living accommodations. Our data allowed the client to zero in on consumers who own their homes, live in houses, and are in the top 60% of household wealth. We can not just reach the correct target group, we can suppress segments – renters, apartment owners – who do not fit the profile, significantly reducing wasteage and improving performance.
The client tested our custom audience against a contextual-targeting approach to see which delivered the strongest campaign performance.
Our custom audience segment allowed the client to reach their ideal audience, which in turn, delivered stellar results, including a CTR that far exceeds the industry average:
- 1.44M Impressions
- 39K Clicks
- 2.7% CTR