Auto Insurers need to stay insured with DOOH

Published: September 13, 2022

People are still grappling with the pandemic aftermath as inflation fears and gas prices rise. Still, luckily for the auto insurance industry, mobility is increasing in the United States, with drivers having logged 3.27 trillion miles, higher than any comparable 12-month period showed. According to ValuePenguin's State of Auto Insurance in 2022, car insurance has risen by 0.6% in 2022 after falling in 2021, and younger generations, along with higher-risk consumers, are increasingly shopping for auto insurance. With this in mind, auto insurance companies can get a leg up on the competition while boosting brand awareness through digital out-of-home (DOOH) advertising.

OAAA national data found that the Insurance and Real Estate industry was the 3rd largest industry spending in out-of-home (OOH) last year. OOH takes on a whole new meaning when coupled with digital capabilities. Programmatic technology creates purpose-driven campaigns to help auto insurers’ ads be interactive and personable in consumers’ minds. And when it comes to finding the right people, DOOH helps brands find relevant audiences that will benefit from viewing their ad along with geo-targeting competitors’ locations for utmost exposure.

Churchill Insurance launched an award-winning DOOH campaign in West London, using a retro American drive-thru diner theme to promote car insurance policies. With pioneering vehicle recognition technology, the auto insurance company sent personalized and targeted messages based on the make, model, and color of the vehicle driving nearby. Ed Harland-Lang, Churchill’s head of marketing communications, said: “Cars are often a reflection of our personalities. The creation of Churchie’s Drive-Thru allows us to make our car insurance truly personal too.”

As you can see, programmatic DOOH is a powerful tool that creates automated ad messaging in real time. And there are a number of other data options that create dynamic and robust DOOH campaigns that go above and beyond. For example, Churchill again is taking advantage of DOOH in a campaign, but this time to inform uninsured drivers. The auto insurer used data from the Mobile Insurance Database and car recognition technology to dynamically count the passing vehicles and showcase the number of uninsured cars in real-time on DOOH screens in populated UK city centers. This interactive campaign educated uninsured drivers that Churchill’s comprehensive car insurance will cover the costs of repair when insured with them if they were to get hit by an uninsured driver. Churchill’s example proves that programmatic DOOH is a great advertising strategy for auto insurance brands to increase enrollment in a competitive industry.

Auto insurance companies are gravitating towards the digital train for their marketing strategies. And as more drivers are on the roads, car insurers can accelerate ahead of traffic with digital out-of-home in their next ad campaign. DOOH attracts the right attention and uses relevant messaging while measuring performance. What more can you ask for? If you’re ready to plan and launch your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.

Written By: Julia Cramer

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