Ask an Arity expert: Auto insurance and telematics trends in 2025 Read article

Henry Kowal, my industry-expert colleague, recently wrote an informative and insightful piece that discusses how the value of telematics goes beyond a participation discount, beyond just pricing. I encourage you to read it.
Henry points out “the industry as a whole isn’t unlocking the full potential of telematics across the insurance value chain… from marketing, to underwriting, and point of sale pricing.”
This is a great jumping off point to dive into the marketing part of what Henry is highlighting, where the Arity Marketing Solutions team has been focusing with advertisers for the past few years. We’re seeing marketers migrate toward using media for targeting risk with telematics data, going beyond reach and frequency goals. We’re also seeing other companies besides Arity offer telematics for advertising, segmentation, and targeting with marketers achieving goals of better customers, higher lifetime value customers, and more profitable customers.
Programmatic advertising and real-time bidding for optimized media effectiveness and efficiency revolutionized the industry when it started roughly 15 years ago, and that continues today as technology evolves. From connected TV (CTV) and video to display, across desktop and mobile, advertisers are gaining more effective exposure for more efficient spend to deliver on chosen KPIs.
Telematics takes programmatic advertising to the next level. It leverages driving behavior data based on how, when, and where you drive to understand risk at the point of impression to convert the highest potential lifetime value customers, not just the highest volume of customers.
Are you ready to unlock the full value of telematics for advertising? Email me (Paul.Dean@arity.com) and let’s start a conversation!