Insuringsuccess with

Yahoo Gemini

Yahoo brings it together.

advertising.yahoo.co.uk

Hiscox home insurance, working with iProspect, has begun securing new acquisitions using native advertising on Yahoo. Native advertising, such as

the Yahoo Gemini product, works by placing appealing and relevant content within a stream of Yahoo content. By using this technique, combined with

intelligent targeting, Hiscox were able to deliver more cost-e�ective results using Yahoo Gemini than other channels.

Yahoo GeminiTargeting success for Hiscox

THE CAMPAIGN

Hiscox is an international company o�ering consumer insurance products including home insurance. They wanted to reach new customers and were interested inexploring a new channel to test its capabilities for acquisition. Yahoo Gemini native ads were a logical choice.

The campaign was designed to target very specific groups alongside a broader control group in order to compare approaches. Amongst those in the specific categories were a�uent consumers with a digital lifestyle, interested in home insurance. To reach a�uent consumers, Yahoo targeted those interested in luxury cars and sailing. To reach those interested in home insurance, Yahoo targeted those interested in related financial topics such as investments and retirement planning. This is based on Yahoo data that people reading financial information on a certain topic, such as investments, are likely to be interested in other topics of a similar nature.

Yahoo Gemini enabled Hiscox and iProspect to test a number of creative formats and messages. They used highly visual ads that utilised the familiar Hiscox black and red branding. By running the campaign with five di�erent ads, each with a di�erent headline, Yahoo were able to optimise the campaign according to the success of each variation.

Ready to get started? Contact your Account Representative, email us at info-yahoo@yahoo-inc.com or visit advertising.yahoo.co.uk for more information.

THE RESULT

Hiscox saw cost-per-acquisition results in this campaign that exceeded their targets. In comparison with their search engine campaign using generic keywords, the Hiscox activity on Yahoo Gemini had a cost-per-click that was 99 per cent lower and a cost-per-acquisition that was 32% lower. In comparison with their display campaign, cost-per-acquisition costs were 64% lower on Yahoo Gemini. Overall the campaign has put both iProspect and Hiscox in a solid position to make future smart investments in native advertising.