“Taboola has played a vital role in helping us
acquire new customers at efficient CPLs. The
Taboola account management team also provided
real-time data and creative recommendations toimprove our overall campaign performance andexceed our ROI goals.”- Abhinav Barik, Campaign Head, E-Commerce,
ICICI Prudential Life Insurance.

30%

Increase in Leads
Month-Over-Month2X
FINANCEICICI Prudential Life Insurance
Achieves 2X Increase in ROI
with Taboola Image Ads

Increase in ROI
Quarter-Over-Quarter50%

Decrease in CPLCOMPANYICICI Prudential Life Insurance is one of the top life
insurance companies in India, offering long-term savings andprotection plans to help customers meet their different life
stage requirements.

CHALLENGE
Increase High Net Worth Individual (HNI) leads for their
Promoted Term Insurance product, achieving a 1X ROI.
SOLUTION
Use Taboola Image Ads and Taboola Pixel to reachtarget audiences across top publisher sites, expanding
beyond traditional channels like Facebook and Amazon.
RESULTSWith Taboola, ICICI Prudential Life Insurance
achieved a 30% increase in leads month-over-month,
2x increase in ROI quarter-over-quarter, and 50%
decrease in CPL across their platform and CRM.

ICICI Prudential Life Insurance Targets Engaged
Audiences with Taboola PixelIntroduction
ICICI Prudential Life Insurance is one of
the top life insurance companies in India,
offering long-term savings and protectionplans to help customers meet their different
life stage requirements. ICICI has developedand implemented various initiatives to provide
customers with cost-effective products,
superior quality services, consistent fundperformance, and a hassle-free claim
settlement experience.

ICICI Prudential Life Insurance Drives High-Quality
Leads at Lower Costs with Taboola

Taboola Achieves 40% Lower CPL Than
Google Discovery

ICICI Prudential Life Insurance was looking to drive High Net WorthIndividual (HNI) leads for their Term Insurance product. They’d alreadybeen running multiple campaigns across channels like Facebook, Google
Discovery, Amazon, and GDN. But now they wanted to launch a newacquisition campaign with a clear goal: achieve 1X ROI. And they were readyto test new channels to make it happen.

ICICI also activated the Taboola Pixel to retarget users who’d previously
engaged with their website content. Since these people had alreadydemonstrated interest in the brand, they were more likely to convert. With justa simple line of code on the advertiser’s site, Taboola could automatically
identify and target these high-quality users with native ads.

That’s where Taboola came into play.
As a leading content recommendation platform, Taboola helps advertisers
reach 500 million daily active users across a network of 9,000 publisher
properties. With Taboola, ICICI was able to target audiences on toppublisher sites in India like NDTV.com.
To engage these customers, ICICI created Image Ads of headlines, visuals,and CTAs promoting their Term Insurance plans. Readers saw the ads while
they were already consuming publisher content and ready to engage withsomething new. Once they clicked the “Get a Quote” CTA, they were taken
to a landing page for ICICI’s promoted product. There, they could learn more
about potential plans and use the Term Insurance Calculator to check theircustomized premium.

The Taboola account management team was available every step of the way
to provide real-time metrics and creative recommendations in order to improve
campaign performance at scale.
As a result, the campaign successfully achieved a 30% increase in leads
month-over-month, contributing to incremental growth in HNI leads.
ICICI also saw a 2X improvement in ROI quarter-over-quarter and 50%
decrease in CPL across platform and CRM compared to the start of theircampaign. Compared to other channels, Taboola achieved a 30-40% lower
CPL than Google Discovery and 3X higher ROI than GDN.
ICICI now plans to expand their relationship with Taboola by testing
new targeting capabilities and leveraging first-party data to optimize
campaign efficiency.