Policygenius, an insurance broker helping users find the right policies, wanted to test the effectiveness of Connected TV in driving conversions compared to Retargeting.
The two main conversions Policygenius uses are Checkouts (completion of life insurance applications) and Get-A-Quotes (sign ups to for life insurance quotes).
To test the effectiveness of Connected TV, an A/B test was created across two groups with equal populations:
Group A: Exposed to CTV and Retargeting against site visitors and CTV viewers
- Running nationally, excluding Illinois, New York, California, Washington DC, Pennsylvania, Arizona, and Georgia
Group B: Exposed to Retargeting against site visitors
- Running in Illinois, New York, California, Washington DC, Pennsylvania, Arizona, and Georgia