NewsAIG Israel Uplifted Purchase Intent for Mortgage
Insurance by 30% with Taboola Video“Mortgage insurance can be a challenging topic for people to deal with. Our main
goal is to remove barriers and create demand from relevant people. A video is agreat way to deliver our message, and once it’s viewed along customer journeys,
they realize that buying mortgage insurance at AIG will save them a lot.
If I’m looking to bring in new customers, Taboola is the best first-interaction
platformfor conversions.”- Liran Kabilo, PPC Campaign Manager, AIG Israel

COMPANY

American International Group, Inc. (AIG) is a leading global
insurance organization. Founded in 1919, today AIG member
companies provide a wide range of property casualty
insurance, life insurance, retirement products, and otherfinancial services to customers in more than 80 countries andjurisdictions. In Israel, AIG is a direct to consumer company
that doesn’t use agents.

CHALLENGE

Remove barriers to purchase and educate consumers on
the savings that mortgage insurance from AIG can provide.

SOLUTION

Increase demand for the product with digital strategies—AIGIsrael used Taboola Video to increase awareness andretarget the visitors who view at least 60% of the video.

RESULTSWith Taboola, AIG Israel saw that out of five digitalmarketing channels, 50% of people who made apurchase after viewing this campaign started theirbuyer journey with Taboola. In addition, the campaign
reached 400,000 people, and uplifted purchase intent by
30% in just 30 days.

50%of People who Made aPurchase After Viewing
this Campaign Started
their Buyer Journeywith Taboola

30%Uplift on Purchase
Intent in 30 Days

400,000People ReachedNewsIntroduction
American International Group, Inc., also known as AIG,
is an American multinational finance and insurance
corporation with operations in more than 80 countries
and jurisdictions.
In Israel, AIG is a direct to consumer company that doesn’t
use agents to promote their products. The main productsthat AIG Israel delivers are Car Insurance, Apartment

Insurance, Life Insurance, Medical Insurance and Mortgage
Insurance.
Mortgage Insurance is mandatory for taking a mortgage
loan. The bank offers mortgage insurance as well, which
is often accepted without review of the competition. AIG
Israel provides an alternative product for consumers.

Taboola Increases Purchase Intent for AIG Israel Mortgage Insurance in Just 30 Days

CAMPAIGN ACAMPAIGN B

News

50% of People Who Made a Purchase After Viewing AIG’s
Campaign Started their Journey with Taboola
For AIG Israel, measuring the impact of their video
campaigns was top priority. It was very important for themto measure attribution—they focused on the number ofpeople who started their journey with Taboola and went onto consider AIG’s mortgage insurance.

For AIG Israel, Taboola is the best platform for attracting
new consumers that have never interacted with their brandbefore because of the platform’s extensive, and always
growing, audience.

Of conversions counted from five other video digitalmarketing channels, Taboola was the top performer byfar. 50% of people who went on to purchase mortgage
insurance from these video campaigns started their journeywith Taboola.

AIG Israel Drives Conversions with Combination of Taboola Videoand Sponsored Content
AIG Israel’s main goal was to drive demand for theirmortgage insurance offering, which breaks down to twodifferent products—apartment insurance and life insurance.
Their message was about cost efficiency. They wanted
consumers to know they were the most economical option
for them.
In order to educate their target market, AIG Israelused two video creatives. The first was text-based—
an illustrated animation that exposed the value behindpurchasing from AIG Israel in terms of cost to theconsumer. They later developed a commercial with RonKaufman, a well-known Israeli sports commentator andjournalist, which they also leveraged to reach consumers
on on premium content sites.

They then used Taboola Video for distribution of bothvideo creatives, and retargeted users who had completed
the video with sponsored content—a landing page that
prompted them to speak directly with a representative.
With Taboola, AIG Israel saw that out of five digitalmarketing channels, 50% of new customers began theirjourney with Taboola. In addition, the campaign reached
400,000 people, and uplifted purchase intent by 30% in 30days.
They look forward to working with Taboola on both video
and sponsored content campaigns in the future.