This article is written by Allison Kennedy, Director of National Accounts – Media at the Ad Council, one of Outcome Health’s health advocacy partners.
In the advertising industry, the only constant is change (that, and maybe this phrase).
Over the last few years, we’ve seen seismic changes in the ways and places media is consumed:
- Nielsen reports US adults are spending nearly half a day interacting with media
- A 2019 estimate suggests, for the first time, adults spent more time per day on their mobile devices — an average of 226 minutes per day — than watching TV.
- It should come as no surprise that a growing number of adults report being online “almost constantly.”
This increased time spent with digital and mobile media, and the sheer volume of content people are generating and consuming, puts marketers in a position to constantly re-evaluate where, when, and how to go to market to break through the growing noise and clutter.
That’s why, at the Ad Council, we are highly focused on innovative partnerships. If you’re not familiar, the Ad Council is a national nonprofit that uses the power of communications to tackle the most important issues facing the country. We partner with a unique set of partners across media and tech to harness their power for social good.
Our innovative partnerships sometimes look like being on the ground floor with Amazon and building the first Amazon Alexa skill to reduce food waste, and producing anti-bullying PSAs with Square Enix and KINGDOM HEARTS III.
And sometimes, our innovation looks like cross-channel advertising — using digital touchscreen, social, TV, and print — inside a doctor’s office or point of care, to reach audiences when they are most receptive to PSAs about their health and wellness.
No longer do we hope to reach someone only while they’re in the waiting room, when they’re likely to be on their phone, and we know our messages are competing for limited attention. With Outcome Health, we’re able to build a multi-touch ecosystem within points of care, using their breadth of highly-contextualized products.
Thanks to Outcome Health, we’ve addressed pressing social issues such as Lung Cancer Screening and Caregiver Assistance.
We look forward to continuing our partnership this year to address Alzheimer’s Awareness, as more than 5 million Americans live with Alzheimer’s, but less than half are ever diagnosed. Close family members, who know their loved ones best, are typically the first to notice memory issues or cognitive problems, but they are often hesitant to say something – even when they know something is wrong.
While we can’t predict where media consumption trends will go this year, we are confident we’ll break through the noise with Outcome Health, and empower people to have critical health conversations with their loved ones.