August 18, 2017 | Digital media, ad impressions, digital insights, digital marketing, global media
Life at Four Health Media has been pretty busy this last 12 months. We have a new name (we were previously Four MSA), our team has grown, we have new global clients and we have new media tactics up our sleeve to cut through the incredibly busy and complicated healthcare media landscape. All within the same complicated, nuanced and charming world of pharmaceutical media.
We have meticulously combed through 50 million impressions worth of healthcare professional media over this last 12 months, served for our clients across the globe. And, as insights are our digital media bag, here are some simple actionable insights that might influence your 2017/18 media and beyond.
Don’t believe the hype
Data: Over 65% digital ad impressions are delivered via desktop
Open your eyes to wastage, misinformation and fake metrics
Data: Best performing sales uplift had a low click-through rate
Click-through rates need not be average
Data: Over the course of the year, Four Health Media has over achieved double the industry benchmark CTR
Beautiful data informs effective creative
Data: 2 x % engagement rates
Data: 45% of all impressions delivered globally are via leaderboard
Data: Spec transfers seamlessly between the two platforms and performance remains consistent
Data: Lowest impression numbers and lowest % performance metrics. Approach with caution
Experience defines recommendations. Using this wealth of anonymised proprietary data we are able to iteratively improve our clients’ media choices and ongoing campaigns.
Why not take these simple learnings forward in your own planning, or talk to the Four Health Media team about how they can effectively plan your media campaigns. You may be surprised at how far your budgets will go.
This content was provided by Four Health
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