October 16, 2018
NEW YORK, Oct. 16, 2018 /PRNewswire/ -- The Programmatic Health Council, an advocacy group comprised of programmatic and healthcare advertising experts committed to leading efforts to advance programmatic advertising among health brands, agencies and publishers, today released Programmatic Health 101, an interactive tool about the fundamentals of programmatic advertising.
The goal of Programmatic Health 101 is to educate health marketers and publishers about programmatic in order to improve the strategic utilization of programmatic technology and data. According to eMarketer, the portion of spend allocated to programmatic in health lags other industries. While 80% of all digital ad spending (in the US) will be programmatic in 2018, only 19% of health digital ad spending will be programmatic. However, eMarketer predicts that the amount allocated to programmatic in health will increase over the next two years.
Available at www.programmatichealthcouncil.com, the Programmatic Health 101 tool covers all aspects of programmatic, including basic definitions, the programmatic health landscape, programmatic buying logistics, and tools and technologies used. This work product was developed by a cross-company team of individuals from Programmatic Health Council member organizations over several months.
"Health marketers have complicated jobs, keeping up with the newest developments in patient centricity, customer engagement, multi-channel marketing, big data, and radical health personalization. But no one was helping them understand the technology that pulled it all together. So we decided to take that on," said Chris Neuner, Chief Revenue Officer at PulsePoint, founding member of the Programmatic Health Council. "Whether you are a marketer or a publisher, this overview will enable you to harness the power and efficiency of programmatic to drive the goals of your organization," he added.
"We have seen substantial increase in the use of our internal trading desk, and in certain campaigns, programmatic has become the dominant form of buying," said Tina Breithaupt, Vice President of Media Services for Intouch Media, a partner on the project. "Programmatic makes perfect sense for targeted, increased media reach for our pharma campaigns. We anticipate a continued upward trajectory in spending."
In September of 2017, the Programmatic Health Council launched the Programmatic Health Glossary, which defines commonly used programmatic terms and provides health-specific examples and context. That resource is also available at www.programmatichealthcouncil.com.
About Programmatic Health Council
The Programmatic Health Council (PHC) is an advocacy group comprised of programmatic and healthcare advertising experts committed to leading efforts to advance programmatic advertising among health brands, agencies and publishers.
The mission of the PHC is to serve the collective interest of those in the programmatic health industry through leadership, research and advocacy to promote programmatic health advertising.