Canal Partner LLC

Jaimie Pickles and Candace Thornton Present at SIR Conferences

October 18, 2011

Mobile web advertising and applications are the new frontier in connecting buyers and sellers of all types of products - including auto, home, life and health insurance.  This presentation explored the growth rate of smartphone device usage and the who, what & why of mobile web advertising, and which carriers have already started incorporating the techniques in their marketing mix.   Case studies on Click-To-Call mobile web advertising were presented.  Those interested in seeing the presentation can contact Jaimie Pickles.

November 16, 2010
In 2009, insurance carriers spent nearly $600 million in online advertising. The year-over-year increase was 47%. This was an extraordinary result given year-over-year digital ad spending by all other industries was nearly flat. Further, insurer spending exceeded all other industries' in terms of the percent of total ad dollars allocated to online display advertising.

Click Here for Presentation

April 2010

Jaimie Pickles and Candace Thornton have updated the digital ad spend by insurance carriers to include 2009 activity.  The data and insights have been published in the April 2010 issue of Best's Review.  If you want to know how much personal lines P/C insurers spent on digital advertising last year, download the article by clicking on the link directly below.

Click here for the April 2010 article - The Digital Dash

Best’s Review:  April 2010

Copyrighted A.M. Best Company, Inc. 2010

All Rights Reserved, Reprinted with Permission

May 2009

Best's Review rarely publishes two-part articles.  When Lynna Goch, editor of Best's Review,  received an article submission from Jaimie Pickles and Candace Thornton on online advertising, she had several reactions.  First, it was much too long.  Second, it was much too important not to publish.  So, the article was approved and appears in Best's Review's April and May 2009 editions.

The article provides new data on online insurance consumer volume and demographics.  Further, the article breaks new ground in laying out how much insurance companies are spending to advertise online in search, online leads, display, online-video and social media marketing. 

Can you guess the total amount spent in 2008?  It's big!  And it will be even bigger in 2009.  Click on the links below to download the Best's Review articles.

Click here for Part 1  - April 2009 

Click here for Part 2 - May 2009

­Best’s Review:  April/May 2009

Copyrighted A.M. Best Company, Inc. 2009

All Rights Reserved, Reprinted with Permission

Contact us today!

If you are interested in Canal Partner's research and/or how its clients can help your company, please see our Contact Jaimie Pickles page for complete contact information.

Did you know...

• In 2009, personal lines P/C insurers almost doubled the amount of money spent on online display advertising compared to 2008
• Paid search advertising by insurers grew almost 30% in 2009
• Online lead marketing dollars spent by insurers increased by almost 25% in 2009
• In 2009, venture capitalists invested $17.7 billion in 2,795 start-ups — 37 percent less cash and 30 percent fewer deals than in 2008. Internet companies, which have excited investors for more than a decade, took a big hit as investment declined 39 percent. Source: National Venture Capital Association
  
• The growth in online Hispanic consumers will outpace that of all other demographic groups in the U.S. - 7.5% in 2009 according to eMarketer.  Consumers reward bilingual websites with a rare appreciation.
• By removing the outbound contact effort and allowing agents to focus on sales, online lead buyers can purchase up to 3 times the number of online leads (source: DoublePositive).  On average, DoublePositive contacts 50% of online lead consumers.  What is your contact rate?