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As Smartphones Become Health Aids, Ads May Follow
April 2, 2012
The New York Times published a story this weekend about how smartphones are impacting consumer’s personal health management and what that means for health ad spending. With mobile search being a key tool for symptom research, writer Milt Freudenheim shares how search differs between older and younger audiences in terms of device usage and content.
With shifting eyeballs, when will budgets move accordingly? Heartbeat Ideas VP/Media Director Lee Slovitt explained that he always recommends clients max out their search budgets to achieve the highest ROI, and that includes mobile. “The return on investment is much higher than on radio or TV,” remarked Slovitt.
But will the industry heed the advice? ComScore reported that just 1% of all online display ads were from healthcare companies in 2011. With “traditional digital” media still lagging in healthcare, is the industry being smart about smartphones?
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Source: The New York Times
Date Published: April 2nd, 2012