TransUnion Announces Improved Health Audiences to Power Effective Advertising on Connected TV and Streaming Audio
10 November 2022 - 2:00PM
TransUnion (NYSE: TRU) announced today the inclusion of high-demand
health audiences from Veeva Crossix in its TruAudience® Data
Marketplace. Veeva Crossix is a top healthcare data provider and
leader in health audience segments. The addition of this data will
support more effective campaigns across streaming platforms.
The announcement comes at a time when pharmaceutical and medical
advertising is flourishing, ranked second among advertising
verticals in 2021 with $5.6 billion spent in the U.S. With Veeva
Crossix data now available in the TruAudience Data Marketplace,
advertisers can target across direct-to-consumer (DTC) and
healthcare provider (HCP) segments, delivering tailored ads that
resonate with consumers and HCPs.
The engine at the center of the TruAudience Data Marketplace is
a deterministically grounded, three-dimensional view of identity
that connects households, people, and devices across 80
million-plus U.S. connected homes — nearly all adults and
residences in the country. Veeva Crossix Audience Segments are the
industry’s most widely used, data-driven segments that help brands
reach relevant health audiences at scale.
“As consumers spend more of their time streaming content, the
demand for health advertisers to reach their audiences across
streaming media has dramatically increased,” said Michelle
Swanston, vice president in TransUnion’s media and entertainment
business and head of data marketplace at TransUnion. “Our
collaboration with Veeva Crossix enables best-in-class data for
direct and programmatic marketing across connected TV and streaming
audio with unprecedented scale.”
The solution provides the actionable and scalable data that
health advertisers want in order to realize the promise of
streaming media — improved targeting efficiency and maximized ROI
reaching more of the right homes, consumers, and HCPs across a
myriad of devices.
“Streaming video and audio are pivotal channels for health
brands looking to reach and engage with precise audiences,” said
Jeremy Mittler, head of Veeva Crossix Audience Segments at Veeva.
“According to our Trends in Health Advertising Report, streaming
video now accounts for 8% of Veeva Crossix clients’ digital media
mix and streaming audio impressions have grown 61% year-over-year.
Now 500 Veeva Crossix health audience segments — including
syndicated and custom models — are available in the TruAudience
Data Marketplace.”
“At iHeartMedia we’ve seen a real increase in pharma advertisers
active in audio between 2022 vs. 2021,” said Brian Kaminsky, Chief
Data Officer for iHeartMedia. “The ability to partner with
TransUnion to apply segments from these go-to healthcare data
providers in the TruAudience Data Marketplace, like Veeva Crossix,
has accelerated audio adoption by allowing our advertising partners
to transact with audio as they would with other digital media
across every audio channel including broadcast radio, streaming and
podcasting.”
For more information about TruAudience Data Marketplace, please
click here.
About TransUnion (NYSE:TRU) TransUnion is
a global information and insights company that makes trust possible
in the modern economy. We do this by providing an actionable
picture of each person so they can be reliably represented in the
marketplace. As a result, businesses and consumers can transact
with confidence and achieve great things. We call this Information
for Good®. A leading presence in more than 30 countries across five
continents, TransUnion provides solutions that help create economic
opportunity, great experiences and personal empowerment for
hundreds of millions of people.
http://www.transunion.com/business
About TruAudience by TransUnion Powered by
a three-dimensional view of people, households and devices,
TruAudience® solutions provides precise, scalable identity to
enable audience targeting and consumer engagement across offline,
digital and streaming environments. To learn more, visit
www.truaudience.com
Contact |
Dave Blumberg |
|
TransUnion |
E-mail |
david.blumberg@transunion.com |
Telephone |
312-972-6646 |
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