November 2009
Digital Out-Of-Home Continues To Expand, Albeit At Single Digits
MediaPost Online -- Defying the effects of the global economic recession, spending on digital out-of-home media expected to grow 2.9% in 2009 to $2.45 billion, according to new estimates being released today by media industry economists PQ Media. While that represents a deceleration form the 9.4% rate of growth that digital out-of-home had in 2008, it nonetheless represents an expansion during a time when the overall media and advertising industries are receding.
Based on the new stats, PQ estimates that digital media will now represent more than a third (33.8%) of the overall out-of-home media marketplace in the U.S. That's up from 19.6% in 2004.
Read the full article by Joe Mandese on MediaPost Online
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July 2009
DTC ads driving fewer to their doctors, says survey
MM&M Online -- Consumers are less likely to seek information about prescription medications and to talk to their doctors about advertised drugs than they were last year, according to Rodale's annual Consumer Reaction to DTC Advertising of Prescription Drugs survey. Nonetheless, the survey's findings suggest that DTC advertising stimulates 32 million Americans to seek treatment for a medical condition about which they had no prior discussion with their doctor, said Rodale, and they are increasingly seeking information in health videos and user-generated content online.
The telephone survey of 1,501 US adults, the 12th conducted by Rodale's Prevention Magazine, found that the number of respondents saying an ad prompted them to seek information about a condition declined 5 points to 29%. Similarly, 33% said an ad prompted them to seek information about a drug a family member were taking – down 6 points from last year – and 30% said they sought info about a drug they were taking after seeing an ad, down 7 points.
Read the full article by Matthew Arnold on MM&M Online
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February 2009
Study: Brands Need Flexibility
Brandweek -- Forrester Research and marketing consultancy Verse Group surveyed 101 heavy-hitting marketers for the CMO Priorities for 2009 study. Eighty-seven percent of senior marketers polled said they are attempting to make their branding efforts more flexible than ever while 62 percent said traditional advertising continues to lose its effectiveness.
At the same time, marketers are seeking far greater return on investment. Half of those polled named "achieving measurable ROI on my marketing efforts" as their top priority. Developing integrated programs (43 percent) and translating the brand experience across different touch points (32 percent) were followed by cutting marketing budgets without cutting performance (31 percent).
Read the full article by Kenneth Hein on Brandweek.com
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January 2009
Location-Based Digital Media Poised for Growth in 2009
MediaPost Online -- Did you know that by using location-based digital media, you can reach a larger audience than all the viewers who watched the "American Idol" finale? Did you know that you can reach an audience approximately half the size the Super Bowl gets?
Based on my latest research, there are a few things you need to know about location-based media:
1) It's High Reach
2) The Audience is Measurable
3) The units are impactful
Read the full article by Cory Treffiletti on MediaPost
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November 2008
Out Of Home Ads Still Growing
Despite the downturn, advertising's newest darling will do fine, new reports say.
Forbes -- "Digital Out Of Home" advertising, fueled by cheap, high-quality outdoor video screens, has seen supercharged growth in recent years. Expect that to continue despite the economic slowdown, new studies say.
ABI Research released a study Friday predicting sales would grow from $637 million this year to $1.4 billion by 2013 - slower than anticipated but still robust. "We certainly expect the economic slowdown in the United States and other markets to impact retailer and advertising spending on new initiatives over the next 12 to 24 months," says research director Michael Wolf.
Out of home--a buzzword that covers such mediums as video advertisements played in movie theaters, elevators or retail stores - pitches itself as a cheaper, more effective alternative to traditional formats like print and television ads. "As we move from a mass media market of the last several decades to a targeted new media order, DOOH is becoming part of that," says Patrick Quinn, chief executive of research firm PQ Media.
Read the full story by James Erik Abels on Forbes.com
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October 2008
Out-of-Home Video Ad Bureau Unveils Guidelines
Aims to Measure Viewers and Time Spent
AdAge.com -- As broadcast TV ratings continue to decline in a manic-depressive economy, marketers are more rampantly searching for new, scalable venues to place their video-based ads. Helping to accelerate the conversation is the official debut of the Out-of-Home Video Advertising Bureau's Audience Metrics Guidelines, announced today at an all-day OVAB Summit in New York...
Patrick Quinn, CEO of PQ Media, predicts the U.S. digital out-of-home media marketplace will grow 11.2% to $2.43 billion in 2008. OVAB president Suzanne Alecia said the goal of the new metrics is to elevate digital out-of-home and place-based media to a strategic planning position for marketers and media buyers. "One of the things we've learned in forming OVAB is that in order to be on a plan, you actually have to be talked about a year before that buy actually gets executed," she said in a keynote outlining the new metrics guidelines. "Because we've been so disparate, talking different languages, [agencies and marketers] just haven't had the time to wrap their heads around it."
The new guidelines are divided into three dimensions -- presence, notice and dwell time.
Read the Full Story by Andrew Hampp in the Advertising Age
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September 2008
Chronic Disease Battle Requires Better Tools
Wall Street Journal -- "A 15-minute office visit with me isn't enough time to deal with the sheer volume of important information. It's too easy for the doctor to just write a prescription and avoid the tougher work of digging deeper into the reasons why a patient isn't making progres. We need some new approaches to wellness and ways to align the incentives for patients and doctors to work together toward health."
"We have drugs to treat the conditions. But we don't have potent enough public health measures, patient education and follow-up monitoring to avoid the heart attacks, strokes and chronic kidney problems that come with the modern disease territory."
Read the Full Story by Dr. Benjamin Brewer in the Wall Street Journal
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August 2008
Arbitron Rx: Place-Based Health
Approximately 90% of people who see advertising in health care venues can recall an ad delivered by those media, including both health care workers, patients and visitors, according to a new study by Arbitron performed for the Health Media Network. This result includes the impact of both media and place-based video.
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March 2008
Point-of-Care Advertising is Under-Appreciated, But Why?
DTC Perspectives Magazine -- Point-of-care advertising is the medium most likely to drive consumers to action and it also creates more patient awareness than any other DTC vehicle, but yet it continues to be the most overlooked marketing tactic. Do marketers really understand the point-of-care opportunity?
Advertisers who invest resources in tailoring the message to the point-of-care environment beat the odds and convert awarness into action.
Read the full story by Anne M. O'Brien in DTC Perspectives Magazine
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October 2007
Insight Exchange: Point of Care
MM&M published notes from a roundtable discussion on Point-of-Care (PoC) that brought together different marketers and opened the discussion to topics such as patient-physician dialogue, ROI in PoC and DTC vs DTP. Here's an excerpt and you can read the full transcript here.
DS: It goes back to metrics. There are some PoCs that have metrics, but a lot that don’t. So I think they lose out. They don’t have validation to actually say "we're putting them in the office." Where is the distribution, who is looking at it? What are the metrics and how do we agree what they should be?
MB:With the future of the industry not being based on blockbuster drugs but more on speciality kind of disorders, you get to a point where the broad awareness isn’t affordable, and it’s not necessary because you’re looking at such a small slice of America that has a disorder, it’s got to be more important to delivering effective PoC marketing. That’s getting the message right to the patient at a critical time so that they understand, they stay on their drug because getting to the patient any other way through broad media just isn’t going to deliver any return.
Read MM&M's Insight Exchange: Point of Care article
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August 2007
Shift to Alternative Media Strategies will Drive U.S. Communications Spending Growth
The alternative advertising and marketing segments produced the strongest gains in the 2001-2006 period, as intensified competition for consumers’ time and attention amid a dizzying array of media choices prompted major brands to ratchet up their use of alternative media strategies. Spending on alternative advertising grew 36.6 percent to $26.53 billion in 2006.
“Leading national advertisers have accelerated their diversion of dollars from traditional print and broadcast media to alternative digital platforms to combat media and audience fragmentation, increased consumer control and multitasking, and the growing impact of advanced technology on conventional media models. The result has been the extraordinary growth of alternative advertising and marketing,” said James Rutherfurd, Executive Vice President and Managing Director at VSS.
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June 2007
Finding a Voice in a Cluttered Venue
Point-of-care marketing is emerging as a critical venue for reaching patients. With so much activity going on, is this space in danger of becoming as cluttered as any? Where are the opportunities to break through and educate patients?
Read the full story by Marc Iskowitz on MM&M online
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April 2007
The Impact of Point of Care on Patient Engagement - by Harris Interactive Communications
On a general level, POC channels have surprising reach, competitive with mail-fulfilled CRM and radio.
The immediacy of POC drives specific actions that precede and prepare the patient to make a brand request at a far greater rate than DTC.
Download Full Report from Harris Interactive
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2006-2007
streaMed Key Facts
At least 75% of all patients leave the hospital or health provider office without appropriate or supporting information to explain their illness, injury, or treatment protocols.
Video learning conventions can increase information retention by up to 16 times over that of text alone.
To View Similar Facts, Download from streaMed
For more information, please contact Shradha Agarwal at Shradha.A@ContextMediaInc.com