When it comes to insurance company slogans, mascots, and skits, scarcity is not an issue—we all have our favorites. Some companies run several very different campaigns simultaneously, each as recognizable and identifiable as the last. Many feature characters that are household names, and a few have even gone on to become cultural icons. In fact, it can be argued that no industry has done a better job winning over the hearts and minds of consumers than insurance. But is a market saturated with brand awareness enough to drive proportional ROAS?
To find out, Rocket Fuel surveyed 1,026 consumers with a series of questions about top-of-mind awareness of insurance providers in the auto, homeowner's, and life insurance sectors, as well as general attitudinal questions about the industry at large.
The results (compared to market-share data from the National Association of Insurance Commissioners (NAIC) for auto, homeowner’s, and life insurance from 2012 and 2013 and channel-spend data for each brand from Kantar) beg the questions: Just how important is brand awareness, and how does it compare to market share?
Fill out the form below and download the study to find out