Although you’re likely in the thick of the holiday marketing rush, it may be time to shift some of your attention to another major event coming up — the new year! As the calendar turns to 2025, people everywhere will start their annual journey of “new year, new me.” It’s the season when millions make fresh commitments and set ambitious goals to improve their health.
For health and wellness brands, it goes without saying that the new year is prime time to connect with this audience, especially given that the majority of Americans’ New Year’s resolutions revolve around improving their fitness, nutrition, and mental well-being.
But with traditional ad channels often struggling to make a memorable impact, health and wellness brands need a more effective way to engage these motivated consumers — and that’s where Connected TV (CTV) comes in.
Unlike conventional TV or other digital ads, CTV offers the ability to reach audiences precisely when they’re in a mindset of change, allowing brands to connect deeply, inspire action, and personalize messages that truly resonate. With millions of households streaming content on the daily, CTV delivers targeted, compelling content directly to the screens where today’s health-conscious consumers are most engaged.
Here’s how wellness brands can leverage the power of CTV to help audiences reach their goals — and turn January’s motivation into year-round loyalty.
The pandemic changed so many aspects of our lives, including our viewing habits. With gyms closed and routines disrupted, more people turned to at-home fitness, clean eating, and mindful living — and they also started consuming wellness content in new ways.
In fact, streaming platforms saw a stunning 81% year-over-year increase in viewership in 2020. And even as restrictions lifted, CTV growth continued, with a 13% rise in 2021. Today, with 88% of US households connected to a smart TV, viewers are engaged in a multi-platform, on-demand ecosystem, making CTV the ultimate stage for health and wellness content.
What does this mean for brands in this industry?
The new year has always been prime time — but now, thanks to the reach and targeting capabilities of CTV, brands can meet consumers wherever they’re watching and deliver highly relevant, motivating content, resulting in tangible business outcomes.
Health and wellness are very personal to each individual, and a one-size-fits-all marketing approach simply doesn’t cut it. The good news is that CTV allows brands to create unique content tailored to each audience’s specific goals, ensuring that you show customized ads based on demographic and behavioral data — allowing you to drive impact in a way that feels personal and inspiring.
Here are some examples of how health and wellness brands can segment their audience:
CTV isn’t just a digital billboard — it’s a platform for storytelling. Your video ads help build trust, educate audiences, and even create the feeling of a personal connection, which is critical in the wellness space.
We recommend crafting up creative using the following ideas to ensure your message gets across clearly.
PRO TIP: Not every video needs a big budget, but quality is key for CTV ads. Make sure your lighting, sound, and background are polished, and use good editing to eliminate distractions. This helps even a DIY video look professional and keeps the focus on your brand.
For health and wellness brands, choosing the right CTV platforms is essential. If you go the programmatic route with a platform like tvScientific, you can buy ads across various channels and platforms simultaneously, while still having access to precise audience targeting options. This means you can reach millions of wellness-focused viewers — from fitness enthusiasts to those pursuing a holistic lifestyle — wherever they are. This expansive reach ensures that campaigns can be scaled effectively and target users across their preferred devices and platforms.
NOTE: If your wellness brand deals with health information and strict privacy standards, you will want to engage with HIPAA compliant data providers that have access to or can build HIPAA compliant audience segments. tvScientific can help you identify the right ones for your business. This can ensure safe data practices while still reaching engaged audiences – protecting customer information and strengthening your brand's reputation for trustworthiness.
One of CTV’s standout features is its real-time metrics and tracking capabilities. Unlike traditional TV ads, CTV allows wellness brands to track all kinds of KPIs from top to bottom. Platforms like tvScientific show you the full-funnel impact of your campaign through metrics like view-through rate and engagement, to conversions and incremental lift.
Plus, with data from CTV campaigns, you can refine your targeting mid-campaign and optimize them as they run. For example, if you notice that younger viewers are watching cooking content, you can serve them more healthy recipe ideas, while older viewers might prefer information on long-term health benefits of eating plant-based.
As we kick off the new year, health and wellness brands have the chance to capitalize on fresh motivation. With CTV, your brand can deliver tailored, inspiring, and actionable content to wellness-focused audiences at the exact moment they’re ready to make a change.
Ready to make CTV a part of your New Year strategy? Get in touch with us to see how tvScientific can help.