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Case Study: Allstate Puts (Brand) Safety First with New Web Series

Allstate Puts (Brand) Safety First with New Web Series




Overview

Recently, Allstate launched its first web series aimed at younger drivers. Featuring several long, teen drama-style story arcs with plot points often surrounding cars and driving, the series has a simple goal: “to get teens making smart decisions behind the wheel.” Once interested, teen drivers can choose to dig deeper, making a “safe driving promise.”



Execution / Results

To reach teens at scale with the pilot of the show, Allstate turned to TubeMogul, which offers brands a single solution for real-time media buying, targeting, ad serving, optimization and analytics. Instead of dealing with the hassles often associated with buying from an ad network and other sources manually, Allstate leveraged TubeMogul’s interface to get a sophisticated campaign live in minutes, hand-picking sites, geography and audience segments. Due to the longer-form nature of the content, the ads were served in a display unit with YouTube’s player that viewers could click to play, with views accruing to Allstate’s channel.



Charlie Breit, Internet Marketing Manager for Allstate, was pleased with the results. “The TubeMogul PlayTime video ad platform is easy to use, gives you control to spend what you want and a great tool to self-manage video ad spend and placement across a wide and diverse number of sites across the web - all in real-time,” he said.

Viewers watched an average of 1:30, or a full minute longer than a typical TV ad. Over 20% of viewers clicked to visit Allstate’s site to watch more episodes or shared the video on Facebook and Twitter.





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