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Healthcare Video Advertising Challenge #1: Market Saturation
- 80%: The percentage of businesses that use video as a marketing tool.4
- 91%: The number of advertisers who feel the pandemic has made video more important.5
- 41%: The increase in the number of businesses using video as a marketing tool since 2016.6
You can navigate this HCP video advertising challenge by understanding your target audience and tailoring the ads to what you know about them, including their digital preferences and behaviors, as well as their expectations from ads. For example, if you’re targeting younger HCPs, CTV and OTT ads will likely stand out more than a traditional video display ad. Why? Because younger HCPs spend a lot of their time streaming their favorite shows and movies.
Healthcare Video Advertising Challenge #2: There’s No Standardized Measurement
Healthcare Video Advertising Challenge #3: Viewability Isn’t Guaranteed
- Prioritize the content at the beginning of the video to increase your chances of grabbing HCPs’ attention
- Include your brand logo and make sure the video’s aesthetics are similar to the landing page where you’re driving users
- Create a video that makes sense even without audio, as many users will engage with no sound
Healthcare Video Advertising Challenge #4: Trend Chasing
Healthcare Video Advertising Challenge #5: Too Many Options
Overcoming Healthcare Video Ad Challenges: The Smartest Move You Can Make
Sources
1, 3. McCormick K. 75 Staggering Video Marketing Statistics for 2021. WordStream. Published July 21, 2021. Accessed September 1, 2021.
2. Digital video advertising spending in the U.S. 2019-2021. Statista. Published July 30, 2021. Accessed September 1, 2021.
4, 5. Hayes A. What Video Marketers Should Know in 2021, According to Wyzowl Research. HubSpot. Published February 16, 2021. Accessed September 2, 2021.
6. The State of Video Marketing 2021. Wyzowl. Published 2021. Accessed September 1, 2021.
7, 8. Novatska K. Why 90% of Users Skip Your Pre-Roll Ads and How to Prevent This. Wave Video. Published April 7, 2020. Accessed September 1, 2021.