The news: More than 90% of multicultural consumers use digital devices in their healthcare journeys, per a new Cadent Pharma Advertising Trends study. The takeaway: TV is still an important broad awareness media channel for pharma and healthcare companies.
However, among growing diverse populations, digital and mobile advertising is more popular and spurs a desire for more information and purchasing. Marketers need to meet diverse audiences with educational and culturally relevant content.
AppLovin has emerged as one of the most influential players in mobile advertising. Here鈥檚 a breakdown of its business model, competitive advantages, and future growth opportunities.
The news: 88% of mobile app ad spend is concentrated on Google and Meta, per Moloco鈥檚 Performance Through Independence report, despite high user engagement with independent apps. Advertisers who diversified their ad mix beyond the two Big Tech giants saw return on ad spend (ROAS) improve by up to 214%.
Our take: Independent mobile apps offer untapped ROI. Reducing reliance on Google and Meta by diversifying mobile app spend could boost reach, hedge against platform risks, and better align with user behavior, especially as privacy challenges threaten to reshape targeting and measurement.