Digital video advertising campaigns launched as Affordable Care Act enrollment deadline nears

Digital video advertising efforts will be stepped up as the enrollment deadline for health insurance under the Affordable Care Act draws near.

Posted on Mar 26, 2014 by YuMe

With the March 31 deadline quickly approaching for Americans to sign up for the Affordable Care Act, a heavy wave of national video ads will be deployed on television, mobile and social media sites to get those without insurance to sign up. According to Forbes, the ads have been launched by multiple agencies, including the federal and state governments, as well as health insurance companies.

Forbes states that $52 million in digital video advertising dollars will be spent by the Centers for Medicare and Medicaid services as part of the push to get people signed up for health insurance. These efforts began in January and will last through the end of March. The primary targets of the video ads and other promotional media are individuals between the ages of 18 and 34, according to The New York Times.

In President Barack Obama's home state, Illinois, $32 million will be spent on Affordable Care Act advertising, writes Forbes.

Additionally, Modern Healthcare says that video advertising strategies targeting the Latino population in advance of the upcoming enrollment for the ACA plans offered through health insurance exchanges will need to be modified. 

The website writes that one of the major lessons learned from the ACA's current digital video advertising strategy was that it didn't effectively target Latinos. Simply translating ads from English to Spanish hasn't been successful, and the low number Spanish-speaking individuals who are currently signed up for health care under the ACA may be a direct reflection of that.

However, despite enrollment numbers within the Latino community not being very high, overall, the federal government's video marketing strategies have shown measurable proof of effectiveness. CNN Money, citing data from the U.S. Department of Health and Human Services, writes that 4.2 million people have already signed up for insurance through ACA exchanges.