1. Insuring
success with
Yahoo Gemini
Yahoo brings it together.
advertising.yahoo.co.uk
Hiscox home insurance, working with iProspect, has begun securing new
acquisitions using native advertising on Yahoo. Native advertising, such as
the Yahoo Gemini product, works by placing appealing and relevant content
within a stream of Yahoo content. By using this technique, combined with
intelligent targeting, Hiscox were able to deliver more cost-effective results
using Yahoo Gemini than other channels.

2. Yahoo Gemini
Targeting success for Hiscox
THE CAMPAIGN
Hiscox is an international company offering consumer insurance products including
home insurance. They wanted to reach new customers and were interested in
exploring a new channel to test its capabilities for acquisition. Yahoo Gemini native
ads were a logical choice.
The campaign was designed to target very specific groups alongside a broader control group in order to compare
approaches. Amongst those in the specific categories were affluent consumers with a digital lifestyle, interested in
home insurance. To reach affluent consumers, Yahoo targeted those interested in luxury cars and sailing. To reach
those interested in home insurance, Yahoo targeted those interested in related financial topics such as investments
and retirement planning. This is based on Yahoo data that people reading financial information on a certain topic,
such as investments, are likely to be interested in other topics of a similar nature.
Yahoo Gemini enabled Hiscox and iProspect to test a number of creative formats and messages. They used highly
visual ads that utilised the familiar Hiscox black and red branding. By running the campaign with five different ads,
each with a different headline, Yahoo were able to optimise the campaign according to the success of each
variation.
Ready to get started? Contact your Account Representative,
email us at info-yahoo@yahoo-inc.com or visit advertising.yahoo.co.uk for more information.
THE RESULT
Hiscox saw cost-per-acquisition results in this
campaign that exceeded their targets. In
comparison with their search engine campaign
using generic keywords, the Hiscox activity on
Yahoo Gemini had a cost-per-click that was 99
per cent lower and a cost-per-acquisition that
was 32% lower.
In comparison with their display campaign,
cost-per-acquisition costs were 64% lower on
Yahoo Gemini.
Overall the campaign has put both iProspect and
Hiscox in a solid position to make future smart
investments in native advertising.