Case Study
Allianz Direct aligns CTV and performance campaigns to connect with customers
“Taking a multi-channel strategy, with CTV and display ads, even in cookieless environments, was a highly effective way to expand our audience reach and increase user interaction.”
Andrea Zangrandi, Head of Brand & Advertising Media, Allianz Direct
Higher converter rate (with exposure to CTV and performance campaigns)
Higher site visit rate (with exposure to CTV and performance campaigns)
Allianz Direct is a leading digital insurer, part of the global Allianz Group, which is one of the world’s largest financial services providers.
Industry
Insurance
Brand
Allianz Direct
Product
Cookieless, CTV, Quantcast Advertising Platform
Challenge
To attract customers looking for simpler and affordable insurance options, Allianz Direct sought to expand their audience reach and boost site visits. Their agency, dentsu, partnered with Quantcast for an omnichannel campaign to grow awareness and drive engagement.
Solution
Allianz Direct ran connected TV (CTV) video ads to reach their demographic audience on the big screen, while activating an always-on performance campaign with display formats at the same time. Prospecting off of site-conversion pixels to find lookalike audiences and retargeting on all site events and the prospecting ad set, Allianz Direct found their ideal audience. In addition, they ran campaigns in both cookie-based and cookieless environments, enabling them to reach previously untapped audiences.
Results
The strategy successfully combined the CTV campaign with a recurring campaign, leading to increased user interaction and strong performance against the client’s goals, with the site visit rate overperforming the benchmark by 244%. Users exposed to both the CTV and performance campaigns had a higher converter rate of 125% and visitor rate of 102% than users exposed exclusively to the performance campaign, proving the importance of activating a multi-channel strategy.
From Insights to Optimizations:
Allianz Direct identified their ideal audience, finding that users were more likely to be male, ages 50-54, and with kids. They also learned more about their audience’s target household income range, educational level, and interests in automotive, personal finance, and real estate content.
The Partnership
