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How a Local Insurance Agent Grew His Business With Audio Ads
Personalization will always be essential in your digital marketing. Because if you do it wrong—or even worse, ignore it—you can find yourself wasting money on ads that miss their mark, despite the best intentions. But if done right and with intention, personalized ads can offer some huge rewards, as experienced by this local insurance agent who was able to maximize his spending—and grow his customer base in the process—by utilizing behavioral targeting via AudioGO.
Matthew Brown is a leading insurance agent based in Cabot, Arkansas. For over ten years, he’s been helping his local community secure better auto, home, renters, and business coverage. However, after several years of running nothing but search and social ads to market his agency, Matthew decided it was time to add a new channel into the mix and diversify things a bit. But his way forward needed to be affordable and effective, and ultimately help him reach insurance buyers while also helping him stand out from his competition.
With that in mind, he came to AudioGO.
"I am always looking for the next best thing to promote my agency. I found AudioGO and it was a great fit, complementing the other advertising I was doing and keeping me top of mind in my community. When it comes to insurance, people have a lot of options to choose from, so it was important that I stood out in the best ways possible—and AudioGO helped me do just that."
Behind the scenes of every website and app is a network of machines that collect data on their users’ behavior. That data is then segmented and organized into the 60 different interests and user statuses that make up our behavioral targeting feature.
A tool Mr. Brown would ultimately make good use of through three subsequent AudioGO campaigns helped him selectively message car owners, homeowners, married listeners, households with children, mortgage loan customers, and anybody interested in financial planning and insurance. The type of audience any insurance business would be looking for.
In addition to this feature, Matthew took full advantage of our:
Creative Services, which allowed him to have three custom audio ads recorded in under 24 hours by real, professional voice actors.
Display Ad Builder, which allowed him to quickly create display banners that sent interested listeners to his website when clicked.
The impact of Matthew's first campaign resonated immediately. Within minutes of launch, he was already fielding phone calls and texts from people who had heard his ad on Pandora and iHeartRadio.
"After launching one of my first campaigns, I had past clients and people I've worked with let me know they had heard it! In fact, in the span of mere minutes, I had someone text me saying they heard the ad on Pandora. It showed me that AudioGO works, and that it can work fast."
Since then, Matthew has written over 30 auto, business, and household policies that he can directly attribute to his three campaigns. All of which cost him around $1,200—an incredible return on his investment.
In total, 72,341 ads ran with a 99% listen-through-rate,* meaning nearly every single 30-second ad was heard from start to finish.
In all, 42,680 unique listeners were reached in the cities and zip codes he does business in. A significant share of the available market.
*according to AdsWizz internally reported data, the industry average for listen-through-rates is 98%
Marketing, at its core, is about delivering solutions tied to results.
But when it comes to the delivery method, marketers can either take a shotgun, reactive approach, or they can go about it like Matthew did, with laser focus. He spent his marketing dollars intentionally by zeroing in on an audience that looks exactly like his customer profile—car owners, homeowners, married listeners, households with children, mortgage loan customers, and anybody interested in financial planning and insurance.
And by leveraging AudioGO's behavioral targeting options the way he did, Matthew succeeded (big time) in converting a good amount of them into new customers.
Not only was the strategy effective, but it was an efficient use of his budget too. Because by taking that laser-like approach with his marketing, Matthew was able to concentrate all of his ad spend on just those listeners he knew his message's call to action would resonate with.
Because he was also careful to craft an ad designed with them—and their needs—in mind.
And as any savvy marketer like Matthew Brown knows, relevant ads and receptive audiences reap results. But the message must always be something they want to hear about. "By knowing who my customers are and what my customers need, I can reach them thanks to the right message on AudioGO, targeting them based on where they are, who they are, and what they are interested in."