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ALTA Continues Consumer-education Campaign on Pandora

In an effort to educate consumers about the benefits of title insurance, ALTA has continued its advertising campaign on Pandora—a streaming and automated music service.

ALTA is targeting 25- to 34-year-old first-time homebuyers in specific markets. During the latest campaign (which starts Aug. 23 and runs through Sept. 6), ALTA is focusing on this demographic in Austin, Texas and Portland, Ore. Earlier this year, ALTA ran advertisements in Denver, Minneapolis, Charlotte and Philadelphia. All of the cities are ranked by the National Association of Realtors as top metros for first-time homebuyers.

The ad informs the listener to purchase an owner’s title insurance policy to protect their property rights and directs them to ALTA’s Home Closing 101 website (www.homeclosing101.org). The ad campaigns have resulted in more than an 80 percent increase in page views of the website.

You can listen to the ad here: 


Here’s what the ad looks like:


More information: Can Micro Targeting Work in the Title Industry?


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