Content Consumption Trends: Auto Insurance
Since the start of the coronavirus pandemic, we’ve learned that COVID-19 is anything but one topic, as we all find different COVID-19 content that is important to us to read and watch online. When it comes to the topic of auto insurance, we analyzed our auto insurance Content Target to see the difference in content consumption trends before and after the COVID-19 outbreak.
Throughout 2019, the largest spike in content consumption happened in November. People were looking for ways to get lower auto insurance rates through options like switching providers or improving credit scores. This end of year content consumption spike was likely explained by auto dealerships offering end of year sales – leading to consumers shopping for a new vehicle and putting them in the mindset to update their auto insurance.
At the beginning of the COVID-19 outbreak, in April of 2020, many auto insurance companies announced they would offer discounts to their customers. Refunds were offered due to COVID-19’s impact requiring people to work from home and not needing to drive to work. Buzz around these discounts generated a spike in content as people were reading about the savings they were expected to receive from their auto insurance provider. Our advanced contextual platform was able to pick up on the positive news auto insurance companies were doing to give back to their consumers during COVID-19. This content trend allowed auto insurance providers to reach people reading/watching content that was important to them, while remaining brand-safe by aligning with positive news mentions.
At the beginning of 2021, the most popular articles being read within auto insurance content were around usage based car insurance. As people continue to drive less as they work from home, additional ways to save money on insurance has been top of mind for many consumers.
Since Advanced Contextual's platform has the ability to align with content consumption trends in real-time, we’re able to reach auto insurance shoppers as they’re engaging with relevant content as it trends. Our advanced contextual platform uses topics instead of keywords, at the page-level, to provide marketers with a relevant and scale targeting solution, with or without using cookies. Contact us to learn more.