World News: 13:33 GMT Tuesday 14th January 2020. [Inuvo Inc. via Globe Newswire via SPi World News]
LITTLE ROCK, Ark., Jan. 14, 2020 (GLOBE NEWSWIRE) -- Inuvo, Inc. (NYSE American: INUV), a leading provider of marketing technology, powered by artificial intelligence that serves brands and agencies, today announced that it is expanding the breadth of IntentKey services being offered to a national auto insurer as a result of increasingly strong performance.
The client relationship with this national auto insurer began by statistically testing the performance of the IntentKey. The challenge was to demonstrate that the IntentKey could add incremental value over a Public Service Announcement (PSA) which acted as the control campaign in the test.
“As is fairly standard in our industry, our national auto insurer client puts new vendors through PSA testing to ensure their media partners deliver incremental value and brand lift beyond simply running a media campaign,” said Tristan Cameron, Director of Sales. “Inuvo’s IntentKey was able to automatically reach prospects who had exhibited a similar content consumption journey to those who had filled out an online application for insurance, delivering results up to 86% higher than the PSA tests.”
Over time, the artificial intelligence based IntentKey optimizes audience targeting for both prospects and conversions, which yields greater returns on advertising spend. Uniquely, the IntentKey delivers to clients a first-party data solution within an industry where third-party data is the standard. Over the initial three-month test period in which Inuvo provided its end-to-end service, the cost per acquisition (CPA) on new insurance applications was reduced by 25%.
By developing audiences based on real-time content consumption as opposed to the more traditional audience profiles based on demographics, geography, and/or contextual parameters, the artificial intelligence capabilities of the IntentKey were able to identify those early triggers that signaled a prospect’s propensity to be in-market for auto insurance in the near future. The IntentKey was able to nurture users who showed early signs of interest throughout their product search journey before other technologies would have been be able to identify them as in-market. This was key to delivering more customers for less cost.
Inuvo’s IntentKey fuels a broad range of media services that deliver optimal performance from capitalizing on users’ early signs of in-market interests.
Globe Newswire: 13:33 GMT Tuesday 14th January 2020
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