Eyeota, Kantar Partner To Help Refine Targeting Of Health Ads

Audience data platform Eyeota has partnered with Kantar Media to offer clients data gathered by the media intelligence company’s MARS Consumer Health Study, which  covers behaviors, attitudes and media usage regarding health topics.

The MARS Consumer Health Study data will be added to Eyeota’s Audience Data Marketplace, so the platform can further refine existing audience segments and help marketers target health and wellness advertising.

“The integration of MARS Consumer Health Study audience segments provides not only consumers’ health and well-being profiles, but also how and where this audience consumes content. Taking this information, healthcare marketers can create more targeted campaigns to reach and engage with their consumers with precision,” stated Kevin Tan, CEO and managing director, Americas, Eyeota.

“Consumers are conducting more research for health-related information online or on mobile devices. In fact, the MARS Consumer Health Study found that 42 percent of the U.S. population said they initially go online when they need health and wellness information, while 17% of adults who own a smartphone use health and wellness apps,” Tan added.

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Health-related media ad spend in the United States has increased to $9.7 billion a year, according to Kantar. Programmatic health-related marketing is also growing. About 12.6% of total spend on health care advertising found itself to digital channels, including video, display, online, search and mobile traffic.

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