If you watch TV, chances are you've come upon Mayhem, the devil-may-care character who is seemingly everywhere in commercials for Allstate. But in one new instance, the character will be decidedly less mass market, appearing to talk to only a select few—by Allstate's choice. The No. 2 insurer has launched a new effort for renter's insurance, which will reach TV viewers who rent, rather than own, their homes. The ads, beamed on a highly targeted basis by Dish Network and DirecTV, mark the first time Allstate has used TV to advertise renter's insurance but also signal that addressable TV...
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