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Industry 01 · Top Vertical

INSURANCE · REGULATED

Insurance

For carriers, agencies, and direct-to-consumer brands

Insurance is a high-consideration, price-shopped category. CTV should raise carrier trust and brand familiarity before the quote — then prove whether exposure drives quote starts, bound policies, and cost per bound policy.

WHERE IT USUALLY BREAKS

Why Insurance CTV Underperforms

Insurance brands chase cheap quote starts and celebrate a low cost-per-quote, then discover months later

that the cohort barely binds and churns fast. CTV gets bought as a top-of-funnel volume play with no line of

sight to what actually binds.

Two things we find almost every time. First, the campaign is serving into states where the carrier or agency

isn’t licensed, or the “not available in all states” disclosure is missing entirely — impressions landing on

households that legally cannot be sold. Second, the quote-start pixel is live but the attribution window is set

to different values in three places, so the dashboard, the export, and the API each report a different

quote-to-bind count and no one trusts the number.

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CORE CONVICTIONS.

Brand Signals

  • Unaided brand awareness lift

  • Aided awareness lift

  • Ad recall lift

  • Brand consideration lift

  • Trust and confidence lift

Intent Signals

  • Brand-specific search lift

  • Product-page engagement lift

  • Quote-start lift

  • Call or agent-contact lift

Business Outcomes

  • Incremental bound policies

  • Incremental new-customer acquisition

  • Quote-to-bind improvement

  • Policyholder value by exposed cohort

Acquisition Efficiency

  • Cost per quote-start

  • Cost per bound policy

  • Customer acquisition cost

  • Cost per qualified lead or call

  • LTV:CAC ratio

Home > Industry > Insurance

Industry 02 · High Fit

Insurance

The pressure you're under:

Insurance is the most CPA-obsessed category in advertising. Your competitive set spends north of $4 billion a year on TV. Geico alone has trained your category to expect single-digit-second response times on creative iterations, and your board reviews CAC down to the dollar. Meanwhile, your incumbent agency is charging 15% on a $50M media plan and cannot tell you, with confidence, what the incremental return on that spend actually was.

Where CTV solves it:

Insurance is the cleanest fit for our success-fee model in the category — because your media directors already think in CPA, CAC, and quote-to-bind. We don't have to convert anyone to outcomes-thinking. We just have to deliver them. Audience targeting is built around verified in-market shoppers, life-event triggers (home purchase, marriage, vehicle purchase), and competitive switcher modeling. We measure against the same metrics your team reports to the C-suite.

The KPIs we'll be accountable to:

Cost per quote

Cost per bind

Cost per acquisition

Branded search lift

Incremental policy lift over holdout markets

Built for the insurance CMO who has to defend every dollar of media spend in a quarterly board review — and whose agency can't currently help them do it.

CORE CONVICTIONS.

Industry 01 · Top Vertical

THE MEASUREMENT FRAMEWORK

The Four Questions Your Board Will Ask

CTV’s job in insurance is to build enough trust that a shopper starts a quote with you; these four questions test whether it did, and whether those quote starts became bound policies at a defensible cost.

Your KPIs get set together on the call, against your numbers — not this list.

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01

Did the right household notice?

Brand Signals - measured against a GEO CONTROL

Households reached in licensed states

Frequency per household

Completed views / view-through rate

Reached vs. Recalled

Recall by market

02

Did it change what they did next?

Intent Signals - behavior after exposure

Quote-start sessions via the Vibe pixel

Quote-form and rate page views

“Start a quote” click (custom pixel event)

Agent-locator sessions

Saved-quote pixel event

03

Did it move the business?

BUSINESS OUTCOMES MEASURED AGAINST A HOLDOUT

Quote starts (web leads)

Bound policies via CRM / policy-admin match-back

Web sign-ups

Written premium via match-back

Geo-holdout incremental quote-start lift

04

What did each outcome cost?

ACQUISITION EFFICIENCY-COST PER REAL RESULT

Cost per quote start

Cost per bound policy (via match-back)

Cost per lead

Cost per unique household reached

Cost per completed view