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Car Insurance Advertising

In days gone by car insurance advertising was solely restricted to telephone directory publications particularly the Yellow Pages which reigned supremely as the king of telephone directories.

During the sixties and seventies the volume of motor vehicles on the roads of Britain was only just beginning to explode and the associated requirement of car insurance cover was obviously not such an immense market place as it is today. Over the past few decades there has been a boom in the use of the motor car and many households have at least two cars per home as a norm. Cars have simply become an affordable and somewhat disposable commodity and inline with there use and popularity the market for car insurance has grown to be one of the most lucrative industries in Britain. Because of this car insurance advertising has also developed as a top commercial opportunity and nowadays the motorist is not short of options and advice when it comes to finding the right place to shop.

The eighties saw the development of the telephone call centre Direct Line leading the pack. The boom of the telephone call centre through the eighties and nineties also saw the most lucrative years for the Yellow Pages and its subsequent competition from publications such as the Thomsons local when paper literally reigned supreme. Car insurance advertising was very much presented through the art of paper and television which had also developed heavily through the Direct Line era of the eighties. In the late nineties a revolution started with the emergence of the internet.

The birth of the commercial web didn’t come without trial and tribulation and no sooner had it arrived on the commercial plain it suffered a relative collapse and in 1999 we saw the .com crash. This crash however was deceptive and in hindsight only a reflection on how massive the media was going to become. Since 2000 the internet has taken off massively because of the introduction of cheaper components, computers and internet access with high speed accessibility at your fingertips. Nowadays this virtual media has a truly massive audience of millions and car insurance is undeniably now the second most lucrative industry behind, yes, the sex industry which is actually a very sad reflection on what our lives obviously revolve around.

Car insurance adverting is now very much in the hands of the web and emerging through as the leaders of the pack in advertising are the insurance aggregators service providers. These are people who don’t actually underwrite your insurance but present it to you which if you think about it logically is only the same as what the Yellow Pages used to do, or should we say still does but with a much diminished audience and readership.

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