It feels like we’re always on our mobile devices. But what exactly are we doing when we’re on them? Sure, we make phone calls, check email, and browse the web. But in terms of average mobile usage, we spend nearly 80 percent of our time in apps. With many of those apps being supported through paid advertisements, in-app advertising is creating exciting new opportunities for clinical trial marketers to identify, segment, and target potential participants inside the mobile universe.
The BIG 4-0
While we tend to think of apps as a young person’s game, the average age of an app user is 40 years old. For clinical research purposes, this is an important audience with which to connect. Why? From a demographic standpoint, these consumers are not only making their own healthcare decisions, but are also often caregivers for their young children and elderly parents. By getting your message in front of this influential audience, you increase the likelihood of creating the awareness necessary to generate referrals.
Get in the Game
Forty-six percent of mobile device users play games on a daily basis, accounting for nearly a third of our total time. Unlike traditional online ads, today’s gaming apps offer the ability to show more creative, tightly integrated advertisements, including interactive full-screen banners and video. Coupled with advanced metrics generated by users, advertisers are able to deliver highly targeted ads based on interest levels, demographic profiles, and behavioral information, resulting in higher engagement rates and more valuable impressions.
A More Unified Experience
Today’s consumers often juggle multiple mobile devices. From an in-app advertising perspective, it’s critical for clinical trial marketers to be able to identify the user’s transition from one device to another to prevent ads from being unnecessarily over served. New breakthroughs into cross-device targeting can help ensure the reduction of wasted impressions, allowing for greater cost efficiency and more effective audience engagement and advertisement attribution.
Enhancing the Experience with Video
Last year saw a significant rise in the messaging app marketplace, with platforms like Snapchat and WhatsApp redefining peer-to-peer communication through video chat. With over 900 million users, these apps are continuing to grow both in terms of base and functionality, offering the potential for new clinical trial marketing opportunities – from video ads to sponsored content channels – that don’t interrupt the experience but rather blend in to become a part of it, in the near future.
Supporting Patients on Their Turf
Sponsored content channels are emerging as new platforms to reach out to and engage with patients through their mobile devices. Hosting a streaming video educational forum in a health app, for example, invites patients to share their daily experiences living with a condition, and to speak with medical experts who can provide informed consultation and insight. This allows sponsors the opportunity to be recognized by patients, sites, and advocacy groups as global leaders in the pursuit of cutting-edge science and new treatment options for the future.
We recently touched on streaming radio advertising trends. What will we highlight next? Continue to visit our blog for more on digital advertising trends for clinical research and as always, follow us on Twitter @BBKWorldwide.