Laurie Sullivan, a writer and editor for MediaPost, posted an article in MediaPost discussing how the Center for Disease Control (CDC) convinced people in high-risk age groups and those with health conditions to get a flu vaccination by leveraging Lotame and AED, a nonprofit agency focusing on education, health, civil society and economic development, to create and deploy a targeted campaign.
Read an excerpt below, or read the full story here.
The Lotame Media Group pairs custom-built Smart Data segments with media (for this campaign, it was an impact creative unit built for this client) and delivers the campaign only to the audience target built by the client to precisely target audience segments. Given that each audience segment is built from declared registration and profile information, or from what audience members are saying, doing and viewing online, rather than panel-based, it has proven to provide accurate data, according to the company. The Media Group leverages Lotame’s audience targeting platform, Crowd Control, which is where the data lives, to build these precise audiences and deliver the media across its network of publishing partners.
Awareness and intention to get the flu vaccine became the metrics for success. Lotame tapped in-banner studies from KN Dimestore to poll consumers, targeting audience who have both been exposed to and not been exposed to the campaign’s ads. The company then compared the results between the two groups to identify how exposure to the campaign affected response in terms of Awareness, Likelihood to Recommend, and Intent.
