A few months ago, the Massachusetts Registry of Motor Vehicles announced its switch over to a “.com” address in order that it may accrue extra revenue through on-line advertising. Agency Checklists has been tracking the new site since it went “live” and to date, we have only caught one independent insurance agency who has taken advantage of this new advertising opportunity. We did notice that GEICO has been continually advertising on the site though. In fact, chances are, if you go on to the Mass. RMV website right now, you will likely see GEICO banner ad offering a 15% discount on visitors to the RMV’s website existing auto insurance policies.
Why should independent advertise on the Mass RMV website?
For starters, the Mass. RMV website receives more than 250,000 unique visitors and over 2,000,000 page views per month, of the exact audience that your insurance agency is trying to capture. What may be even more attractive for independent agents is that the RMV website is capable of providing geographic targeting with their advertising. This means that the zip code, time of day and the devices used for browsing could trigger an agent’s ad on the RMV website to appear. Additionally, interested agencies can contract to place ads on specific pages of the RMV website to coordinate with the type of customer that might be interested in your agency.
How much does it cost?
Typically advertising rates on-line are based on CPM which means costs per thousand impressions. That means every time a page downloads to the browser on a visitor’s computer for viewing it counts as an impression. The RMV currently offers only one size on its webpage (a leaderboard or banner ad) and charges $7.00 per CPM. The rate increases for services like geo-targeting one’s ads by zip code and the like.
How to advertise on the Mass RMV website
Chicago-based Municipal Media Solutions is the company that handles the RMV’s website advertising. Agents can download a media kit explaining the advertising for the RMV process here: Municial Media Solutions’ RMV Media Kit