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Tata AIA wins on dual goal of driving TOM metrics & assisted conversions through a consolidated approach across YouTube, DV360 auction & PG Deals

Tata AIA wins on dual goal of driving TOM metrics & assisted conversions through a consolidated approach across YouTube, DV360 auction & PG Deals

challenges

Tata AIA Life Insurance had a dual goal to build awareness among its relevant TG and drive assisted conversions for multiple products – SRS, FGP+, ILP etc.

The Outcome

192M@15

Avg frequency: YouTube was the single largest platform to drive reach: 76M+ @7

+3.1%

Relative Lift, Ad Recall +9% Relative Lift, Favorability: +4.9% relative lift

10-16%

ARIMAX model shows incremental brand search uplift through the campaign

7.7M+

Total visits, DV360 auction drove 60% of total visits

8.6M+

Assisted visits, DV360 auction drove 55% of assisted visits

50K

Assisted leads, Paid search & DV360 auction drove 53% of assisted leads