Bayer: The Evolving Media Mix
of Health Brands

Health brands are increasingly turning to programmatic audience segments to drive scale and media efficiency for their digital ad campaigns. Analysis by Veeva Crossix has found that there are strong synergies between broad-reach programmatic and the direct buys and custom programs that are hyper-focused on contextually relevant health content. Hear from Crossix and Erica Hawthorne, Exec. Director, Digital Media Strategy & Operations, Bayer Pharmaceuticals about how the media mix continues to evolve and the impact of health audience segments on media efficiency and conversion.

Learn new insights across DTC marketing campaigns in the 2022 Trends in Health Advertising Report.