resources
msn case study: Cost-per-acquisition just the ticket for TOWER car insurance
Brief: Capture new car insurance customers online
Client: TOWER
Platforms: MSN’s Microsoft Direct Response (MSDR) performance network
Campaign
We don’t need research to tell us that online digging precedes many purchases made both on and offline. It’s also evident that more purchases are clinched online – even complex products and services. Insurance, once the domain of dark suits and handshakes, is now sold online...
MSN solution
TOWER banner advertising was promoted across MSN’s New Zealand network via the Microsoft Direct Response (MSDR) platform. A pool of remnant MSN online inventory, MSDR allowed TOWER to pay for performance only – in their case insurance quotes lodged online, and policy purchases, which traced back to TOWER’s MSN network advertising. A highly sophisticated inventory engine optimises placement according to results. Put simply, it keeps doing what works and changes placement and exposure frequency when performance flags.
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