😍 2022-05-05 13:44:23 - Paris/France.
Ushishino lwezempilo lubona ukwanda kwe-61% kwimibono yeentengiso zomsindo wedijithali, ukuzifumana i-120% isebenza ngakumbi kunomboniso wedijithali
KwiNgqungquthela yezoRhwebo yeVeeva yanamhlanje, iiNkqubo zeVeeva zikhuphe iziphumo ezitsha kwiintlobo ezahlukeneyo zeendaba zedijithali ezisetyenziselwa ukuthengisa ngokuthe ngqo kumthengi kunye nonyango lwezempilo (HCP) intengiso eUnited States. iibhrendi zenzululwazi yobomi kwaye ibona ukwanda okubonakalayo kokusetyenziswa kwejeliji yedijithali kunye nevidiyo, kunye nabathengisi besenza iincoko ezijolise ngakumbi kunye nentsingiselo yebhrendi.
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Ingxelo idibanisa i-media metrics kunye nedatha yezempilo kwi-6 yeebhiliyoni zeebhiliyoni kwintengiso yotyalo-mali kwi-2021. Ihlola utshintsho lonyaka-onyaka kwindlela yokuziphatha kwabathengi kuwo wonke amajelo eendaba kunye nokuxuba iziteshi zedijithali ezisetyenziselwa ukufikelela kuzo zombini izigulane kunye nabaqeqeshi bezempilo, kuquka:
- Amaqhinga edijithali: Abathengisi bamayeza baguqula umxube wabo weendaba, besebenzisa amaqhinga amatsha okuqhuba impembelelo. Ngo-2021, iimbonakaliso zomsindo wedijithali zonyuke nge-61% kunye nokuvela kwevidiyo Ukusasaza inyuke nge-18%.
- Sika ingxolo: Kunyaka ophelileyo, ama-50% amaphulo angaphezulu aquka iipodcasts kunye nezinye iziteshi zomsindo wedijithali ezivelayo, ngokukodwa kwiindidi ezifana nempilo yabasetyhini kunye neyeza lokuthintela. Izinga lezigulane ezitsha ezivela kula maqhinga omsindo wedijithali anyuke nge-11%, ebonakaliswe ukuba yi-120% esebenzayo ngakumbi kuneentengiso zokubonisa idijithali.
- Ukufikelela kubasebenzi bezempilo apho bakhoyo: Iindawo ze-Niche ezigxininise kwiingcali zonyango zazingama-55% amathuba okuba zivelise izigulane ezitsha kunyaka ophelileyo kunokufakwa kweprogram ye-ad. Nangona kunjalo, ukujolisa okusekwe kubaphulaphuli kusadlala indima ebalulekileyo, ngenkqubo yeendaba evelisa uninzi lokufikelela kwe-HCP.
Uhlalutyo oluneenkcukacha lwemikhankaso yophawu olukhethiweyo lukwabonisa ifuthe elikhulayo lokujolisa ngokuchanekileyo kunye nezicwangciso zamatshaneli amaninzi. Umzekelo, iibrendi ze-oncology ezisebenza kwimidiya Ukusasaza inyuse ukusebenza kokujolisa ngama-49% ngaphezulu kokuthenga kwabo kwi-TV. Uphawu loxubo lwamayeza lukwafumanise ukuba, kubasebenzi bayo bezempilo abaphambili abaphambili, imiyalezo elungelelanisiweyo ngeentengiso zedijithali kunye nokuzibandakanya kweentengiso zobuqu kwanceda ukuqhuba i-80% yesigulana esitsha siqala ngaphakathi kwelo qela.
"Ehlabathini lokukhetha idijithali, abathengisi bezempilo basebenzisa idatha ukuze bafumane iindlela ezintsha zokuphucula imali yabo yeendaba," utshilo uSarah Caldwell, umphathi jikelele weVeeva Crossix Analytics. "Ezona mpawu ziqhutywa yidatha ngempumelelo zandisa ukufikelela kwazo kunye nokuguqulwa ngomxube ohlukeneyo kunye nokujoliswe kuyo kwisigulane kunye ne-HCP touchpoints. »
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SOURCE: Uphonononga Iindaba
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