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In Focus: The OTC Consumer

Thu, Dec. 17, 2015 | By: Tremor Video
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Winning at the shelf relies on actionable consumer insight. And actionable insight comes from seeing things from different sides.
 
 
We set out on a mission to unearth kernels of truth about OTC buyers to help you drive your investment strategies. Our research combines the passive observation of behaviors with the active listening to opinions and attitudes.
 
 
OTC purchases are on all screens; to meet them at key decisioning moment, it's important to message seamlessly across all the devices these consumers use
 

 

Capture2 Q: Please indicate how frequently you use the following types of media

 

 

OTC buyers consume 3.5x more video content vs. the average consumer

  • These heavy video viewers watch almost 4x more ad-supported content through our vast supply pool vs. the average consumer

 

Capture1 Compete Inc. Clickstream, June 2014 – July 2015

 

OTC consumers take actions after viewing a video ad (vs. after seeing a display ad)

  • 2x more likely to discuss a product with a physician
  • 2x more likely to visit an online retailer that sells the OTC product in the ad

 

Source: Tremor Video & Millward Brown, "Digital Video & OTC Purchases", among 400 adults 18-64 who use a digital device and purchase OTC products, July 2016; Compete Inc. Clickstream, June 2014 - July 2015.

Topics: Consumer Insights, Vertical Research

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