Auto-Owners Insurance streamlines web conversions with CTV marketing 

Auto-Owners Insurance wanted to drive more impressions and boost ad recall through streaming platforms. Ansira helped them launch an impactful CTV marketing campaign with precise audience targeting and advanced digital tactics.

Auto-Owners Insurance is a mutual insurance company founded in 1916 that provides a wide range of insurance products, including auto, home, life, and business. Known for its financial stability and commitment to policyholders, the brand is consistently recognized for excellent claims handling and customer satisfaction.

Like most insurance companies, Auto-Owners Insurance operates through a network of independent agents. The brand’s overarching goal for its agent network was to deliver impactful impressions and enhance ad recall through streaming platforms.

However, rising insurance premiums — mainly in home and auto — created challenges for the company, forcing them to pivot away from these traditionally high-performing categories and focus on business and life insurance instead.

Additionally, state-sanctioned budget allocation requirements created constraints while requiring adjustments to maintain performance. As a result, the campaign would require meticulous management and real-time refinements to balance state-specific spending goals with overall campaign effectiveness.

Ansira stepped in to help Auto-Owners Insurance launch an effective CTV marketing campaign. The campaign aimed to elevate brand awareness while emphasizing the client’s superior white-glove service and industry-leading claims process.

Focusing on streaming platforms, the campaign capitalized on the growing preference for on-demand and connected TV content, delivering high-impact impressions across key channels while leveraging advanced digital tactics to align with shifting media consumption habits.

The Ansira team prioritized premium placements on CTV and digital streaming channels to target high-value individuals and business owners in seven key states. Behavioral and interest-based targeting ensured precise audience engagement, while strategic ad placements optimized recall and resonance.

The streaming campaign achieved exceptional results.

Impressions surged by 130% year-over-year, significantly expanding the campaign’s reach across target audiences. Web conversions experienced an outstanding 472% year-over-year increase, demonstrating heightened engagement and interest from the audience. This resulted in a remarkable 61.8-point improvement in the conversion rate, showcasing the effectiveness of the campaign in driving meaningful actions. Additionally, the cost per conversion decreased by $90.14, indicating enhanced efficiency and cost-effectiveness in the campaign’s execution.

These results highlight the campaign’s success in leveraging streaming platforms to reach high-value individuals and business owners while maximizing engagement and driving measurable business outcomes. By aligning with audience preferences for on-demand content, the campaign boosted brand visibility, drove meaningful connections, and generated conversions and ROI.