Customized Ad Network Provides Marketers with Targeted Opportunity to Reach Health Information Seekers
BURLINGTON, Mass. – Burst Media, (www.BurstMedia.com), a leading provider of advertising representation, services and technology to independent Web Publishers, released the results of a survey on public concern about the H1N1 virus. The online survey, conducted September 1–September 3, 2009 was administered to more than 1,200 adults 18 years and older. The survey found that three out of five (61%) respondents are concerned about someone in their family contracting the H1N1 virus.
Households with children attending elementary school, middle school, high school, or college are significantly more concerned than those without school age children about contracting the H1N1 flu (67% versus 58%). The level of concern about contracting the H1N1 virus increases in older age segments – rising from 57% among 18-24 year olds to 71% with respondents 65 years and older.
The Burst survey found that no media outlet has established itself as the definitive source of information regarding H1N1 preparedness. National broadcast news was cited by 24% of respondents as their primary H1N1 information source – followed closely by internet websites (21%), and local broadcast news (19%).
Other primary H1N1 information resources cited by respondents include newspapers (13%), personal physician (7%), child’s school (2%) and local pharmacy (2%). Nearly two-thirds (64%) of respondents say it is likely they will search the Internet for information and tips on how to prepare for and treat H1N1. Respondents, when searching on the web for information on how to prepare for and treat H1N1, will primarily visit health and wellness content sites (41%), government websites (26%), newspaper websites (21%), internet portals (20%), and local television station websites (19%).
To help advertisers reach health information seekers this cold and flu season, Burst Media has launched the Burst Health & Wellness Network. The network features 125 content rich websites that delivers 54 million ad impressions. The network also features content sub-channels that allow advertisers to target specific consumer segments – including family health, women’s health, and seniors’ health.
“HealthGuru.com is the web’s largest provider of health video and the leading destination site for health information among 18 to 40 year olds. Burst has been a valuable partner for us and we are excited about being part of their Health and Wellness Network,” said Christopher Bruno, publisher of HealthGuru.com. “Our audience – college students, expecting moms, and young families – is at the epicenter of a potential H1N1 flu epidemic and we’re responding to that need by creating content to inform our audience about the virus and all of their health needs.”
The Burst Health and Wellness Network features standard Interactive Advertising Bureau (IAB) ad units and rich media placements such as expandables, in-banner video, and interstitials as well as custom sponsorships and programs. As with all Burst networks, advertisers and media buyers are provided with comprehensive campaign management and consolidated reporting.
“Health marketers are some of the most active advertisers online. They have very specific needs – including targetable consumer segments and vetted quality health content,” said Don Byrnes, Executive Vice President of Media Sales for Burst Media. “As a unique, pre-packaged solution, the Burst Health & Wellness Network delivers on both these requirements with targeted reach in a fully transparent environment that provides marketers with site level reporting.”
About Burst Media
An online media and technology company founded in 1995, Burst Media (www.BurstMedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media enables advertisers to reach finely segmented, engaged consumers as they visit Burst’s extensive number of interest-based sub-channels. Through its Burst Network and Burst Direct units, the company represents one of the broadest and deepest offerings of interest-based websites online. Burst also markets its ad management platform, adConductor™, which empowers content websites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.BurstMedia.com or call 781.272.5544.
