Confused.com has jumped into bed with Epsilon for a new offsite media platform, which enables advertisers to target its comparison-shopping audiences beyond those seeking insurance for the first time.
As the UK’s first car insurance comparison site, Confused.com has helped consumers shop for insurance, utilities and financial products for over 20 years. Now, the new capability uses the company’s anonymised audience data to connect companies with specific groups of customers, matched using Epsilon’s graph, Core Identity.
It is claimed the Connect platform, which is being offered by the Insight at Confused.com division, gives brands across all sectors access to intent-based customer segments across thousands of online publishers and streaming platforms.
Campaigns can run across connected TV, online video, display and audio to build awareness, drive consideration and support conversion. Audience consistency is maintained across every channel, and Epsilon’s closed-loop measurement lets advertisers tie media impressions all the way to sales.
For advertisers in insurance, utilities and financial services, Insight by Confused.com provides access to consumers who are actively seeking quotes or approaching a renewal date, connecting with them at the point of active consideration rather than relying on broader contextual or behavioural signals.
For non-insurance advertisers, from automotive and retail to telecoms and travel, the same audience signals connect them with relevant audience groups. These can include car owners, homeowners, families with children, business owners and high-net-worth households, allowing brands outside Confused.com’s core categories to reach valuable, addressable audiences at scale.
Insight by Confused.com general manager Richard Robinson said: “We’re excited to give brands access to audience signals built from real comparison-shopping behaviour. When people research car, home, pet or travel insurance, they’re often making other purchasing decisions at the same time.
“Commerce media lets us extend those signals beyond our own environment, helping advertisers reach genuine, in-market audiences across the channels they use every day, with clear measurement of outcomes.”
Epsilon UK chief executive Tim Frankcom added: “The breadth, depth and intent behind Insight by Confused.com’s audience signals creates valuable opportunities for advertisers across multiple categories.
“By activating those signals through Epsilon Core Identity, brands can reach addressable audiences across the open web and measure the impact on business outcomes. It gives advertisers a way to combine trusted comparison-shopping signals with closed-loop measurement.”
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