JCDecaux street furniture advertising lets national insurance companies intercept potential new customers where they spend their time in real life; beside their workplace, favorite restaurants, daily commuting points, and even where they live. This presents a golden opportunity for these large brands with complex policies to take on a more local tone for heightened impact that resonates. When insurance advertisers couple on street advertising with local sentiments and references, ad viewers are more likely to relate to and retain the brand’s message.
In diverse neighborhoods beyond Downtown, insurance advertisers tailor multi-language messaging to specific demographics as to drive brand awareness and action in the heart of diverse enclaves. Insurance selection, among other high-stakes tasks, can be an overwhelming undertaking for everyday consumers who are wary of being taken advantage of or falling for a sub-par policy. However, the public-facing nature of OOH improves perceived transparency within insurance marketing, especially compared to cluttered online advertising formats or spam-filled email marketing.
Static and digital OOH gives regional companies a boost
For local insurance companies, the combination of digital and static OOH offers the best of both formats for heightened ROI (return-on-investment)- the downtown visibility of digital OOH, and the full share-of-voice (SOV) and neighborhood targeting opportunities of static OOH. This strategic cross format activation enables higher message frequency among target viewers, that in turn contributes to higher message retention and subsequent consumer action.
Insurance providers reach prospective customers from across the region
Across Chicago’s vast expressway network with nation-leading in-bound and out-bound traffic congestion, insurance advertisers are amplifying their policies in front of a mass audience of urban and suburban commuters. Large format digital billboards are an unmatched canvas for conveying important policy information on a regional scale, especially since digital screens enable creative rotations of multi-creatives and varied messaging.
Research: Insurance OOH ads drive consumer action
According to The Harris Poll, among the 77% of US adults who saw an insurance OOH ad and engaged, 32% searched for the company online, 28% asked friends or family about the company, 27% read reviews of the company online, and 26% visited the company’s website. Among those interested in OOH insurance ads, when asked about which ad messages are most likely to engage them, 45% say benefits offered, 36% say price-related information, and 31% say nearby locations.