media mix · ology: noun
a gathering of media-minded professionals having fun &
learning together.
Media Mixology is a series of after-work events for media planners and buyers. These events mix fun and networking with media insights and information.
Past Media Mixology photos
& coverage
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Media Mixology: Mobile + Media + Health
Wednesday, November 13, 2013
Gansevoort Park Avenue
Thanks to our panel participants:
- Jon Swallen, Chief Research Officer of Kantar Media Intelligence North America
- Ali Rana, SVP & Head Scientist of the Emerging Media Lab at Millward Brown Digital
- Dave Emery, General Manager of Kantar Media Healthcare Research
Key Takeaways on Mobile + Media + Health:
- Mobile provides additional ways for consumers to access healthcare information, and the majority are using the devices to do so. Of the adults that own a smartphone or tablet, 54% use it for health-related activities. Further, 78% of healthcare professionals use smartphones for professional purposes.
- Despite this, most healthcare brands have not explored advertising on the tablet editions of consumer magazines. According to Jon Swallen, healthcare categories are underweighted in tablet compared to print: a 2% share of all tablet units versus a 4.5% share of all print units.
- User interactivity is a key best practice for tablet app advertising, but only one healthcare brand has used any interactive features in its ads, Swallen added.
- Mobile outpaces online advertising across the board, according to Ali Rana. This includes aiding brand awareness, ad awareness, message association, brand favorability and purchase intent.
- Rana added that advertisers have seen success in mobile based on several factors, including the ability to target on tight parameters, more focused ad copy and content due to size or technology constraints as well as overall consumer acceptance of mobile advertising.
View the speakers’ presentations below.
Download audio of the speakers’ presentation here.
(right-click to Save as MP3, click to listen)
0:00 - Introduction
3:00 - Dave Emery shares insights on how consumers and healthcare professionals use mobile
12:30 - Jon Swallen provides an introduction to his research at Kantar Media Intelligence
16:00 - Ali Rana provides an introduction to his research at Millward Brown Digital
18:45 - Jon Swallen provides insights on consumer magazine tablet advertising within the healthcare category
34:15 - Ali Rana provides insights on mobile ad effectiveness
41:00 - Q&A
Photos
(View or download images from Flickr)
