Centraal Beheer is one of the largest insurance companies in the Netherlands. Since lockdown ended and rules relaxed, people can once again go on holidays and daytrips, so. This is a good time for Centraal Beheer to promote their travel insurance.
Target relevant moments Programmatic Digital Out of Home
To promote the benefits of their travel insurance to consumers, they looked for contexts where either people were already going on a day trip or were likely to be thinking about holidays.
Centraal Beheer targeted screens nearby more than 60 zoos and over 500 museums. They also found that people are more likely to think about going on holidays when on their way to work or when there is bad weather. They used this information by targeting public transport and city centers during rush hour and shopping malls when it rained or was overcast.
Dynamic Digital Out of Home: target context with relevant creative
Dynamic Digital Out of Home: target context with relevant creative
The advertisement dynamically changed depending on the context it was targeted to, with tailored messaging for zoos, museums, rush hour, good and bad weather. This way Centraal Beheer could stay relevant, but still reach high volumes of audience.
New: take-over video in subways
Centraal Beheer also pioneered the testing of new programmatic inventory. In cooperation with Adtrackmedia their advertisements were projected on the windows of subways in Rotterdam. This format is both high impact and high reach and we look forward to adding this opportunity to our platform soon!
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