While Covid-19 continues to challenge the definition of normalcy, each day also presents itself with new opportunities for marketers to re-evaluate their programs. Luckily, programmatic personalization is real time, which makes adapting your healthcare marketing plan due to current events seamless.
As consumer behaviors change, the formats and channels that work best change too. The need for innovative ways to reach target health audiences has never been more important. In today’s reality how can we make the most of reaching our audiences?
Adjust your video strategy to support changes in consumer viewing habits and viewer mindsets.
Consumers are shifting more towards online activities and video viewing during the pandemic – whether shopping or watching content. With the increase in work from home and isolation, we expect both linear TV and streaming hours to rise. More people are home during daytime hours and standard consumption patterns are likely to shift. If you are looking to strategically adjust your TV spend, increasing CTV allocations on programmatic ready-to-go deals is a quick way to deliver.
Increase engagement and optimal user experience with aggregated Native & Social Distribution
Rather than interrupt, native invites engagement on the consumer’s terms, especially on social media platforms, slipping into the stream of the audiences’ actions with content similar to what they’re already consuming.
Use contextually relevant health moments to reach qualified users
With companies cutting ad spend during the COVID-19 pandemic and consumers shifting their lives online, contextual targeting and search extension have become increasingly vital for companies to effectively connect with their customers in brand safe environments and at appropriate times.
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