News Article Published:
Wednesday, 20 January 2010
Category:
Insurance
The success of insurance marketing character Aleksander Orlov is driving a new boost in advertising spend, recent figures suggest.
Aleksander is the popular meerkat at the heart of price comparison site comparethemarket.com's recent television adverts. According to market analysts Mintel, over 24 million people use price comparison sites each month. With no highstreet presence, and a generally similar service, major price comparison sites are investing more and more in marketing their insurance comparison offerings.
Mintel report that in 2006 about £35m was spent by price comparison sites on advertising. By 2009 this figure spent had risen to around £85m, according to research business The Nielsen Company. These figures suggests that successful insurance marketing relies on a mixture of online and offline marketing approaches.
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