For decades, insurance carriers have invested millions, and in some cases, billions of dollars a year to acquire new policyholders. (Murrstock/Adobe Stock) For decades, insurance carriers have invested millions, and in some cases, billions of dollars a year to acquire new policyholders. (Murrstock/Adobe Stock)

In 2020, the top three insurance advertisers spent more than $3 billion combined on advertising, according to Statista.

The focus of that spending has long been on brand recognition to ultimately drive leads to the start of the sales funnel — whether it be the carrier's website, a mobile app or a conversation with an agent.

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