Tracking Measurable Lift in Web and Foot Traffic for Auto Insurers
The insurance category certainly is no stranger to radio. Insurance brands often land high in Media Monitor rankings of top radio advertisers by spot count. 5 out of the top 10 most recognizable audio logos in Veritonic's 2020 Audio Logo Index are for insurance brands, and the category as a whole scores high on recall, brand ID, conveyance of brand attributes, and emotional triggers. Therefore it should be no surprise to find that radio is an instrumental and impactful medium for driving actual consumer action and engagement with auto insurance brands.
The Radio Advertising Bureau conducted an analysis of more than 35,000 auto insurance ads tracked by AnalyticOwl throughout 2020 to decipher radio's impact on online and offline consumer actions. What they found is that overall, radio led to 135,000 website visits, translating to a +12% lift in website traffic for those auto insurance brands that advertised on radio in 2020. The analysis also found that radio ads drove a +59% increase in new foot traffic to local insurance agent offices. On average, agents experienced an additional 16 new visits on days when radio ads aired.
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The RAB's analysis shows that radio is proving effective at driving engagement for the auto insurance category, both online and at brick-and-mortar locations.