Digital advertising has always seemed to be a case of The Emperor’s New Clothes. Somehow many publishers have convinced businesses that “eyeballs,” “likes” and “shares” are the metrics to chase. And many only do it because their competitors do it, not because they can attach any actual sales benefit to it. Let’s face it: Leads are only as valuable as the sales they generate. And if a publisher can’t tie leads to sales, then why chase leads at all?
If you’re an insurance company looking for leads that become sales, you should consider yourself lucky because you have a tremendous resource at your disposal: MediaAlpha. MediaAlpha is a company that focuses its expertise in digital advertising technology on the insurance industry. It serves as the bridge between high-quality publishers and the advertisers that want to partner with those publishers. What’s special about their technology is that it gives advertisers complete transparency to purchase advertising based on performance on an impression-by-impression basis.
How MediaAlpha works
MediaAlpha keeps it simple. No slogging through copious amounts of data scratching your head trying to figure out what all of it means. With an elegant interface, the company provides real-time bidding, advanced targeting and scheduling, transparent access to inventory, real-time reporting and ROI management tools. These ROI tools are key because they close the loop in the advertiser’s decision analysis to give a precise measure of effectiveness. After all, you can’t adjust your strategy and tactics if you don’t understand how well your past decisions performed.
A one-stop shop
One of the biggest frustrations among advertisers is the need to manage multiple publishers and types of data individually. MediaAlpha recognized this pain point for insurance companies and did something about it. Its platform is one integrated system that accounts for the three main buckets of big data that relate to online advertising: user generated data (structured search), CRM / proprietary (proprietary data) and audience / prospecting (third party data). Information on all aspects of user acquisition — clicks, calls and leads — are aggregated into a single reporting structure so that advertisers can quickly see their results across all of them and make adjustments as needed based on goals.
As the online space grows in size, depth and complexity, it’s a gift to have a platform like MediaAlpha that serves as a sage and guide through the jungle that is digital advertising. While they solely focus on the insurance industry, it’s my hope that they will expand their offering to other industries in the not-too-distant future. Then maybe I’d actually be served advertising that’s relevant to me as opposed to being barraged with the results of the “spray and pray” advertising philosophy that’s still so rampant, hopelessly outdated and enormously wasteful for everyone in the purchase funnel. A consumer can dream …
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