Mustard, a UK-based motor insurance comparison website, acts as an intermediary between consumers and insurance companies. Launched in 2016, Mustard has helped over one million UK motorists find vehicle insurance or switch insurance providers using their quote comparison feature.

Mustard was looking to increase brand awareness, favorability, website traffic, and purchase intent. Since the insurance comparison market is over-saturated, this provided a challenge for Mustard to rival competitors and become a well-known brand. Mustard hadn’t previously run a targeted audio campaign, which provided an opportunity to deliver strong results while also proving the effectiveness of dynamically targeted ads.

Octave Audio, an audio advertising platform dedicated to building effective, addressable digital audio campaigns using first-party data, came to AdsWizz, a long-time partner, to test its Dynamic Creative Optimization (DCO) tool. DCO is an in-house dynamic ads solution which enables brands to connect at an individual level, at the right time and place. By leveraging extensive data points such as behavioral segments, local weather, and device type, DCO enables brands to dynamically generate and deliver a multitude of customized creatives to listeners at scale.

Octave Audio helped Mustard test DCO for its regional campaign with an objective of understanding if dynamically targeted ads resonated with Mustard’s target audience better than generic ads.

For this campaign, Mustard users were targeted in key locations within the UK (Birmingham, Southampton, Bristol, and Norwich) with different messaging about the average price customers paid for motor insurance based on age and location. Each piece of audio had dynamically generated location and age characteristics.

Octave Audio worked with Veritonic, a leading audio research and analytics platform, to find the uplift in awareness, favorability, and intent. Each respondent heard four Mustard ads, including one generic and three location- and age-targeted ads. Users were then asked about the ads’ impact, which were then segmented to look at the targeted versus non-targeted ad respondents.