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When IF promoted its boat insurance, the goal was to reach people already reading about boats and maritime topics.

Using contextual targeting through Kobler, the campaign placed ads next to editorial content related to boating, including topics such as boat ownership, maritime life, boating accidents, boating and alcohol, and buying or selling boats.

Because the ads appeared within articles already discussing these topics, the message reached readers at moments when boat safety and insurance were highly relevant.

One of the creatives used the message:

“130,000 without boat insurance – risking financial disaster.”

This message performed particularly well when placed next to articles about boating accidents, where the context naturally reinforced the relevance of insurance.

By aligning the campaign with the topics readers were already engaged with, IF ensured that its message appeared in an environment where the need for boat insurance felt immediate and relevant.

Campaign results

The campaign delivered strong visibility across premium editorial media.

• 968,832 impressions
• 1,356 clicks
• Average CTR: 0.14%
• Average CPM: 69 NOK

The strongest engagement was achieved on articles related to boating accidents, where the contextual match between the content and the insurance message created higher relevance for readers.

This demonstrates how contextual placement can increase attention by aligning advertising with the topics people are already reading about.