CTV by industry

Insurance CTV Advertising

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

CS & Co. runs insurance CTV for carriers, agencies and direct-to-consumer insurance brands. Insurance is a high-consideration, price-shopped category. CTV should raise carrier trust and familiarity before the quote, then prove whether exposure drives quote starts, bound policies and cost per bound policy.

Find out if CTV is a fit

Where it usually breaks

Why does insurance CTV underperform?

Because insurers chase cheap quote starts and celebrate a low cost per quote, then find 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

Serving where you can't sell. The campaign serves into states where the carrier or agency isn't licensed, or the “not available in all states” disclosure is missing, so impressions land on households that legally can't buy.
Three attribution windows, three answers. The window is set differently in the dashboard, the export and the API, so each reports a different quote-to-bind count and nobody trusts the number.

The measurement framework

What will your board ask about insurance CTV?

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 quotes became bound policies at a defensible cost.

Did the right household notice?

Brand signals, measured against a geo control

Households reached in licensed states
Frequency per household
Completed-view rate
Recall by market

Did it change what they did next?

Intent signals: behavior after exposure

Quote-start sessions
Quote-form and rate-page views
“Start a quote” clicks
Agent-locator sessions and saved quotes

Did it move the business?

Business outcomes, proven with The CS Method™

Quote starts
Bound policies via CRM or policy-admin match-back
Written premium via match-back
Geo incrementality test: quote-start lift

What did each outcome cost?

Acquisition efficiency: cost per real result

Cost per quote start
Cost per bound policy
Cost per lead
Cost per household reached

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

What proof does CS & Co. have in insurance?

Want to see how we’d measure yours? We’ll walk you through our full test design on the call, and share references under NDA. The method is The CS Method™, the same one behind our health & wellness case study, where an incrementality test showed 41.4% more purchases among households that saw the ads.

Which rules apply to insurance CTV ads?

Insurance advertising is regulated state by state by each state's insurance department, including licensing and availability disclosures. CS & Co. fences delivery to the states on your license list and adds the availability disclosure to every cut; your compliance team signs off the list and the spot.

Regulatory note updated September 2026. This is not legal advice.

Straight answers

Frequently asked questions

How is CTV measured for insurance?

Against bound policies, not just quote starts. CS & Co. matches exposed households to quote starts, then to bound policies and written premium through your CRM or policy-admin system, and a geo incrementality test shows how many quotes CTV actually added.

What is a good cost per bound policy on CTV?

It depends on your premium, retention and margin, so CS & Co. sets the target from your numbers on the fit call rather than a benchmark. What matters is that the cost is measured per bound policy, because cheap quote starts that never bind make CTV look better than it is.

Can CTV target only licensed states?

Yes. Streaming inventory can be geofenced by state and ZIP, so CS & Co. restricts delivery to the states on your license list and checks delivery reports against it. The availability disclosure still goes on every spot.

One way to start

What would a customer cost you on CTV?

Most CTV plans are DECAF. They spend, they report, and nobody can prove what they sold. CS & Co. plans, buys and measures your streaming TV against the number you're held to, proves what it caused with The CS Method™, and only earns past the plan fee when that number moves.