Helpful ads: how can the user get on with the blossom season?

Spring is the most favorite season for allergy sufferers. Of course, it isn’t. The state of health worsens, the allergy becomes aggravated. And in summer, there is even more dust and various pollen from plants in the air than in spring.

If you want to reach the most effective communication with the user, appeal to our tool of pollen concentration targeting – Hybrid Pollen.

The origin of Hybrid Pollen

This targeting tool was developed for European companies. Hybrid began to cooperate with the scientific center for the study of allergens in the environment — OBAS.

It collects and provides daily data on the presence and concentration of allergens in each region.

Hybrid receives and digitizes information on 14 allergens. Then we create a pollen forecast. The result obtained is regularly checked excluding errors.

Pollen technology automates advertising campaigns based on the presence of plant pollen such as hazel, alder, birch, ragweed, etc. by regions and cities.

Mechanics

Defining user's GEO
Getting pollen data of a specific region
Targeting gets triggered and ad campaign starts working

The mechanics is similar to Air quality targeting: the data is automatically sent to the platform via API from The Weather Channel providers, where we select the required level on the scale in the campaign settings: from the complete absence of allergens in the air to a very high concentration.

The pollen forecast contains a division by species, such as ragweed, while the Pollen Levels Today section tracks ALL types of pollen. Even if the degree of concentration is low, the risk of allergy may be high.

Here we have the forecast for 3 days:

For whom it suits?

The tool is relevant for a wide group of pharmaceuticals: antihistamines, antiallergics, nasal and sinus hygiene products, dietary supplements, sorbents and many other products and services.

Pollen is also suitable for other segments whose products are focused on allergy sufferers:

FMCG (handkerchiefs)
Housewares (air purifiers, vacuum cleaners for allergy sufferers)
country hotels and vacation spots
auto industry (cars with air purification systems)

Hybrid Pollen Case study

The first advertising campaign was provided for Sandoz and the allergy medicine Nasometin Control during the flowering season. A rich-media creative was designed and adapted to the active allergen. Information on allergens was checked by a researcher. After the campaign, he confirmed that pollination calendars based on historical data were unreliable.

Although, Hybrid Pollen does not refer to such data, but only uses up-to-date metrics that can be used in campaigns.

For instance, in 2021, birch pollination began 3 weeks later, and the pollen concentration was 8-10 times lower than in previous years. In 3 Polish cities the birch pollen season started 2 weeks earlier than in Warsaw.

So, user care and nativeness are the main benefits of using pollen targeting. First, we provide information about the current status of the environment, and then we present the product or service. Communication built according to this scenario is more user-friendly.

Thanks to this trigger, it is possible to communicate competently with the target group, optimise the advertising budget and show relevant suggestions.

To learn more about Pollen's opportunities for your advertising campaign, contact us.