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Insurance companies can now recruit deep learning’s analytical capabilities to optimize their digital advertising and targeting. (Photo: Rawpixels.com/Shutterstock) Insurance companies can now recruit deep learning’s analytical capabilities to optimize their digital advertising and targeting. (Photo: Rawpixels.com/Shutterstock)

Anyone looking for evidence that insurance advertisements have become a mainstay of popular culture need look no further than Geico’s YouTube channel, which currently boasts 1.88 million subscribers and is home to videos with tens of millions of views. Geico’s competitors might not have as robust a presence on the platform, but their brand representatives (Jake from State Farm, Allstate’s Mayhem, Progressive’s Flo) are as familiar to the public as the Geico Gecko.

For these insurance companies, spending vast amounts of money on advertising on both traditional and digital channels is a must. However, having such universal brand recognition also makes it difficult for brands to know whether a particular person requires more exposure to advertising messaging in order to convert or whether that person has already been shown sufficient messaging to make a decision.

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