Serving ads for investment and insurance advertisers (part 2)
                     Serving ads for investment and insurance advertisers 
(part 2)
Watson F
Writes on Ad serving, involved with AdSpeed adserver 
platform and AdSpeed ad serving solution.
Risk is everywhere and for that reason, there are all kinds of insurance 
products available for purchase. The most popular ones are car 
insurance, home insurance, health insurance, life insurance, and liability 
insurance. Also because of risk and uncertainties, it is wise for everyone 
to evaluate suitable investment products for their future. In our 
previous article, we discussed legal requirements and tone of marketing 
messages when serving ads for insurance and investment offerings. We 
will continue to talk about how advertisers in these two industries 
should consider for their ad campaigns:
Safety and predictability
People buy insurance for the peace of mind and they want to be 
covered when bad things happen. This is something that insurance and 
investment firms need to highlight when they are running ads. For 
example, if you watch any ad about car insurance, you will generally 
always see them highlighting how quick and effortless the process is 
when it comes time to make a claim. The goal is for consumers to see 
how dependable the company is and how the company is on their side 
and will fight to protect their rights. For investing products, ads should 
provide a clear picture of your future if you invest a certain amount 
now. Predictability is very attractive for everyone because there are 
enough uncertainties around us. People are willing to pay a small 
premium every month to ensure they are protected against potential 
disastrous events.
Understanding your target audience and competitors
In order to maximize your ROI as an advertiser, you need to know your 
audience. It is critical to understand who they are and what they’re 
looking for. With that knowledge, you should employ actors, themes, 
and elements in your ad campaigns that fit your target demographics. 
Use ad copy that talk on the same level and use the same common 
language as your target audience. Don’t talk over their head with too 
many technical terms or try to use scare tactics to push them to buy 
your products or services. Also know who are the other companies that 
are going after the same target audience so you can distinguish your 
products and services from theirs.
Geo-targeting
Insurance companies also rely on geo-targeting to sell their policies. 
While we all need car insurance, there are some products that simply 
are not available or are optional in specific areas. It’s the same with 
home insurance. For example, someone in the Midwest might want to 
insure against tornado damage and California homeowners might want 
to consider buying an earthquake insurance policy. These insurance 
products are not something that the rest of the country really needs to 
be concerned with. Additionally, legal requirements and disclosures 
might be different between countries, states and regions. Therefore, an 
ad campaign for the same product might contain multiple ad versions 
and you can apply different geo-targeting restrictions in your third-party 
ad server. Geo-targeting helps companies make sure that they get the 
correct policy in the hands of their target audience.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
Thank you for spending your precious time in reading this article.