Study: Display Ads Trump TV at Brand Awareness for Insurers

Nine times greater, per RocketFuel

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Update: The original version of this story wrongly suggested that display ads were nine times more likely to lead to coversions compared to TV.

Insurance companies may want to consider advertising online rather than spending their money on the traditional TV spot.

A new study by RocketFuel shows that digital display advertising is nine times better at creating immediate brand awareness for auto and life insurance providers than a commercial on the tube. The programmatic media platform claimed that if one of those companies were willing to cough up $1 million for digital advertising, they would see the same name recognition effect as if they spent the cash on TV, print, search or radio spots, according to the report.

"Consumers are bombarded with a deluge of options when it comes to choosing an insurance provider – and this competitive climate shows that top-of-mind awareness is key for insurers to win over...

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