Resources & FAQ
Advertising portal video resources
A step-by-step guide to using the advertising portal
Advertising for insurance agents: attract clients where they are
Interested in unlocking the power of advertising but don’t know where to start? Watch our informational webinar to discover the benefits of advertising on top platforms and how to do it with our easy-to-use portal.
Frequently asked questions
What is the objective of the Auto-Owners Insurance Simple Human Sense Co-Op campaign?
The AOI Co-Op program aims to increase the overall consumer awareness/interest of participating agencies. This campaign style will contribute to driving attention and traffic to your agency, but should not be confused with a lead generation campaign. Those marketing strategies that focus on the lower portion of the sales/marketing funnel will still be the independent agent’s responsibility. The AOI program should be a complementary piece to your marketing strategies, expanding your brand presence within the communities you serve.
What are the benefits of investing in an awareness-style campaign?
The AOI Co-Op program can effectively increase the number of potential customers who have heard of your agency. The chances of someone insuring their home, auto, or business with an organization that they have never heard of is, well, unheard of.
AOI Awareness Campaigns effectively deliver positive brand impressions into your market and propel the overall awareness of your agency. Co-branding with Auto-Owners Insurance can elevate the perception of your agency and build meaningful connections with customers.
It also:
- Enhances agent credibility and trust
- Propels word-of-mouth advertising within your market
- Builds bonds with consumers by aligning with the AOI brand
- Provides an edge with the competition that does not carry Auto-Owners Insurance products
- Can be a more cost-effective method of delivering impressions compared to other traditional media
Will I see my digital ads when the campaign is running?
For Facebook, Spotify, OTT, Hulu, and YouTube, it is possible for you to see your ads while they are in market, but it is not a guarantee. Unlike traditional forms of advertising, digital advertising inventory is served on an individual basis vs. broadcasted to the mass public. This may be a foreign experience for agencies who have traditionally experienced seeing their ads run on the local news or Good Morning America.
What are the benefits of reaching people on digital platforms?
The benefit of serving ads digitally is the ability to reach YOUR audience – WHERE they are – WHEN they are consuming media. With that in mind, the quality of your campaign impression will be significantly stronger, connecting with users on their time.
In most cases, consumers will need to view your advertising message to gain access/watch/read the content they have selected (social posts, articles, video, audio, etc.) Whether you are a night owl who stays up late or an early bird who rises early, the quality of the ad experience will not change, regardless of the time of day.
How can I check to see if my digital ads are working?
Below are just a few ways to check.
- Increased website traffic (Google Analytics)
- MPP reporting dashboard (See Industry Benchmarks below)
- Increased website inquiries (CRM)
- Increased organic search inquiries
What industry benchmarks should I be comparing my campaign performance to?
With every digital campaign, MPP sets you up with access to your campaign dashboard. Below are some industry benchmarks that you should expect to see while evaluating campaign performance.
CTR = Click Through Rate
CPC = Cost Per Click
VCR = Video Completion Rate
CPV = Cost Per Completed View
- Facebook
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.56% CTR
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$3.77 CPC
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- OTT/Hulu
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90%+ VCR
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- YouTube
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$0.05 CPV
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Why is the Facebook Click-Through Rate higher than the other digital platforms?
Within the Facebook ecosystem, consumers are more encouraged to click and engage with advertisers. For YouTube, the user can click, but is not expected to engage with your ad. This makes Facebook ideal for agencies that would like to drive more traffic to their website. Conversely, these strategies strive to drive more brand awareness.
How narrowly can each media channel target my agency?
- Facebook = City(s)
- OTT/Hulu = City(s)
- Broadcast = TV Market DMA
- YouTube = City(s)
Where and when will my YouTube Campaign play?
Your YouTube campaign will play before or during videos on YouTube and Google video partners.
What are Google video partners? These are high-quality publisher websites and mobile apps where we will show your video ads to viewers beyond YouTube. Video partner publishers are carefully vetted by Google and must meet all inventory quality standards.
Unsure which strategy is right for your agency?
Learn more about Facebook, Pandora, OTT, Hulu, Broadcast, and YouTube:
AOI Program Website: https://aoi.mediaplacepartners.com/
Email: AOdigitalorders@mediaplacepartners.com
What is Broadcast and where will my ads run?
Broadcast television offers advertisers the opportunity to reach the vast majority of their local TV market and is free to anyone ready to receive broadcast signals from the legacy broadcast networks like NBC, CBS, FOX, & ABC. Each market is segmented into its own DMA (Designated Market Area). These DMA’s dictate which news broadcast and advertising message an audience will see.
What is OTT and where will my ads run?
OTT (Over-the-Top), or streaming television gives users access to a variety of content and entertainment from the networks they love (sample list below). With over 820 million connected devices in the US and hundreds of different streaming services, the over-the-top video ecosystem is on a trajectory to surpass cable TV. OTT offers a non-skippable ads experience while also targeting users down to their city or zip codes.
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What is Hulu and where will my ads run?
Hulu, technically also OTT, is a subscription-based streaming service that works with several providers as a centralized content hub—allowing users to gain access to popular shows and movies in exchange for watching ads. Hulu also offers an excellent ad delivery experience with non-skippable ads and a 90%+ completed view rate. Ads can be streamed on any Smart TV, Smart Device, Computer, Phone, or Tablet that supports the HULU App
Will I have access to reporting?
Yes.
Once you order one of our Simple Human Sense advertising programs, you’ll receive an email prompting you to set up a username and password to gain access to your reporting dashboard. Once your campaign begins running, you’ll be able to view data on Facebook, OTT, and Hulu. Data is updated in the early AM each day and is delayed by 24 hours. That means data for today will show up tomorrow.
Hulu and OTT programs will also receive a more detailed overview that MPP will email you each month. This report is in addition to the reporting dashboard.