How a Nasdaq-listed insurer proved CTV drives incremental policy orders
A Nasdaq-listed insurance provider sought to move beyond surface-level metrics like "Completed View Rates." Operating in a hyper-competitive market, they needed to prove that their eight-figure CTV investment was driving incremental policy orders rather than just claiming credit for existing demand.
To solve the attribution riddle, Adte integrated directly with the client's internal data warehouse, moving away from aggregated reports to a granular, two-way data exchange.
The Log-Level Feedback Loop: Instead of relying on standard conversion pixels, Adte utilized a Log-Level Data (LLD) integration. We fed the client's internal Lead IDs and exposure timestamps back into their CRM. This allowed the client to cross-reference CTV ad exposures with their internal database of new policyholders. By verifying which users converted after exposure—who were not previously in the sales funnel—we confirmed the compounded contribution and true incrementality of the CTV budget.
Temporal ROAS Optimization: The Adte Marketing Engine performed a deep-node analysis of performance by time-slice. We discovered significant "Relevance Anomalies" where specific days of the week and hour-long windows (e.g., Tuesday evenings during local news and Sunday afternoons during live sports) yielded a 40% higher conversion rate. We pivoted the budget in real-time to prioritize these high-intent slots, significantly boosting iROAS (Incremental Return on Ad Spend).
By identifying exactly when the audience was most receptive to insurance messaging, we prioritized bids on premium inventory where "Relevance Anomalies" were strongest:
AMC & DirecTV: Captured high-attention households during live, unskippable events. Plex & Hearst: Leveraged lifestyle-integrated environments to reach specific demographics during peak "home-management" hours.
Over two quarters, the campaign scaled to deliver tens of millions of impressions, transforming from a broad reach play into a surgical performance driver with thousands of verified incremental orders, 2.8x sustained iROAS, and real-time dayparting & feedback loops.
Because Adte operates a vertically integrated stack, we eliminate the "Signal Tax." By combining log-level transparency with temporal precision, we ensure that your CTV budget isn't just spent—it's invested in the exact moments that drive policy growth.
“Most platforms provide a black box of 'views.' Adte provided a transparent feedback loop. By syncing our internal Lead IDs with their log-level data, we could finally see the direct line between a CTV ad on a Tuesday night and a signed policy on Wednesday morning. This isn't just media buying; it's business intelligence.”
Let's discuss how Adte can help you drive measurable growth with CTV advertising.
ADTE is a unified, end-to-end CTV platform that seamlessly connects every step of the advertising journey, providing businesses with cutting-edge technological solutions to grow their brand through video.
