Everyday Health, Inc. (NYSE: EVDY), a leading provider of digital health marketing and communications solutions, and Videology, a leading software provider for converged TV and video advertising, today announced the launch of TVRx™, a solution for pharmaceutical and health-oriented marketers to target relevant health audiences across television and digital video. The innovative partnership combines Everyday Health’s extensive audience reach and analytics expertise with Videology’s best-in-class platform for planning, executing and measuring video campaigns across any screen.
“Television remains a staple for advertisers in the health vertical. However, as the industry focuses on smaller patient populations and consumer viewing fragments across multiple screens, the ability to reach the right audiences with relevant messaging has become more difficult,” said Yadin Shemmer, President of Consumer at Everyday Health. “TVRx addresses this challenge by enabling advertisers to find the right audience – regardless of viewing screen – and achieve a desired marketing outcome with substantially less waste.”
In 2014, U.S. pharmaceutical advertisers spent an estimated $3 billion on television advertising (Kantar/eMarketer, March 2015). As consumers watch more TV content on connected devices, however, the ability to tie data to viewership is changing the way advertisers are approaching TV and video planning and buying. In fact, by 2019, 17% of TV advertising is expected to be transacted programmatically, bringing data and automation to the buying process (Magna Global, May 2015). The application of data is particularly important to pharmaceutical advertisers trying to reach highly niche health audiences on television.
“We are breaking new ground in the pharmaceutical and healthcare categories by coupling Videology’s technology with Everyday Health’s extensive audience data,” said Tim Castree, Managing Director of North America for Videology. “TVRx takes everything that is great about TV and incorporates the enhanced targeting and measurement capabilities of digital, to provide the most sophisticated targeting and ROI measurement across both linear TV and digital video. We expect TVRx to be a true game changer for health, wellness and pharma advertisers.”
TVRx provides a scalable and privacy-conscious solution that allows advertisers to target consumers based on non-sensitive health interests while optimizing their digital and/or TV marketing campaigns. For example, advertisers can utilize the TVRx platform to plan highly targeted digital video campaigns with fewer wasted impressions, or to increase the efficiency of television campaigns by determining the highest indexing programs for a particular audience. The following examples illustrate other ways advertisers can leverage the TVRx platform to optimize their TV and video marketing dollars:
・Extending the reach of TV campaigns through targeted online video.
・Extending engagement with relevant consumers previously exposed to a marketer’s TV advertisements or competitive TV advertisements.
・Using bi-directional insights to plan TV campaigns based on viewing habits of those most likely to have similar non-sensitive health interests.
・Measuring outcomes and KPIs across multiple screens, including campaign, inventory and audience verification, as well as performance metrics such as brand lift and sales.
“In the highly-specialized health sector, the ability to target niche audiences is invaluable,” said Aleck Schleider, VP Data and Analytics, Videology. “We do this by bringing together a wealth of first party data with the unique ability to target consumers online based on their TV viewing behavior. For brands already using television advertising, TVRx offers an opportunity to drive efficiencies and improve overall campaign ROI with video. And for those deciding upon the correct media allocation across screens, TVRx can help determine the optimal allocation to meet a brand’s objectives.”
About Everyday Health, Inc.
Everyday Health, Inc. (NYSE: EVDY) is a leading provider of digital health marketing and communications solutions. Everyday Health attracts a large and engaged audience of consumers and healthcare professionals to its premier health and wellness properties, and utilizes its data and analytics expertise to deliver highly personalized content experiences and efficient and effective marketing and engagement solutions. Everyday Health enables consumers to manage their daily health and wellness needs, healthcare professionals to stay informed and make better decisions for their patients, and marketers, health payers and providers to communicate and engage with consumers and healthcare professionals to drive better health outcomes. Everyday Health’s content and solutions are delivered through multiple channels, including desktop, mobile web, and mobile phone and tablet applications, as well as video and social media.
Videology is a leading software provider for converged TV and video advertising. By simplifying big data, we empower marketers and media companies to make smarter advertising decisions to fully harness the value of their audience across screens. Our technology enables our customers to manage, measure and optimize digital video and TV advertising to achieve the best results in the converging media landscape. Videology is headquartered in New York, NY, with key offices in Baltimore, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney, Tokyo and sales teams across North America.