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Why trusted sources are critical for insurance buyers

The COVID-19 crisis has led to significant changes in customer behaviour across many industries, and there is a high likelihood these changes will last well into the future.

But for many Australians, COVID-19 is just the latest in a series of crises that have experienced along with unprecedented droughts, floods, and bushfires.

Such events have dominated the news cycle for the past year, creating conditions that are disrupting people’s loyalties and behaviours, in much the same way as happens during major life events such as moving to a new house or having a baby. This disruption is prompting consumers to review their existing insurance policies and approach renewals with a different mindset.

A challenge and an opportunity for insurers

Recent research conducted by Enhanced Media Metrics Australia (emma) found the percentage of people who intend to seek a new provider almost doubled between December 2019 and June 2020, rising from 3.8 per cent of policyholders to 5.7 per cent.

Although this percentage might sound small, according to APRA data, it represents more than $430 million in premiums revenue.

For insurance brands, this behaviour change creates a challenge to ensure they don’t lose existing policyholders, but also an opportunity to win new business. In either case, the requirement is for brands to be present in the right location with the right brand message when individuals are considering whether to retain or switch providers.


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Trending Media Release
27th Sep

New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

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New ‘Australians Can Beat Anything’ ad campaign launches, invokes Australian’s fighting spirit to boost vaccinations and beat Covid

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Trending News
8th Sep

New ThinkNewsBrands campaigns features top CMOs to highlight the power of news advertising

ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers

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ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers

Trending News
8th Sep

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ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.

Trending Media Release
7th Sep

CMOs showcase the power of news advertising in new campaign from ThinkNewsBrands

The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.

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The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.

Trending News
1st Sep

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To ensure trusted, reliable news remains available to us and the generations to come, advertisers and agencies have an important role to play.

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Trending News
23rd Aug

Digital news reaches 90% of Australia

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Trending Media Release
23rd Aug

More than 20 million Australians continue to read news

In the first release of Total News readership figures produced by Roy Morgan, news reaches 97 per cent of the Australian population aged 14+.

More than 20 million Australians continue to read news

In the first release of Total News readership figures produced by Roy Morgan, news reaches 97 per cent of the Australian population aged 14+.

Trending News
9th Aug

Why The Ad Industry Needs More Of A Collective Consciousness

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Why The Ad Industry Needs More Of A Collective Consciousness

Advertising across print and digital news platforms outperform Facebook and YouTube across a number of metrics, according to the latest findings from The Benchmark and Payback Series.