What works in healthcare advertising? Rich media

According to data from PointRoll, rich media advertising for the healthcare industry is more effective and tends to get more interaction than most other industry verticals.

The chart below outlines this:
Healthcare banner ads received an average of a 6.79% interaction rate.

• Data Collection: 7.91%
• Instant Email: 8.02%
• Interactive Video: 7.96%
• Interactivity: 7.22%

In addition to high interaction rates, rich media advertising for the healthcare industry enjoys excellent interaction time and CTR when compared to other verticals’ interaction rates.

This shows great promise for banner ads that includes interactivity that’s beyond a simple “click here” message– utilize the message medium and collect information from viewers, like an email capture. Test including multiple panels of information to see what viewers are really interested in. And include video in your banner advertising. It’s been shown to improve banner performance by 71% overall.

The bottom line? Rich media advertising works, and if you’re in the healthcare industry, it will really work for you.

Thanks to our friends at PointRoll for sharing this data.