How Fifty used AI and real-time data to enrich the Office for Health Improvement and Disparities’ understanding of their audiences.

Fifty Technology and Omnigov at MG OMD

Client: The Office for Health Improvement & Disparities (OHID)

Fifty provides ID-free targeting, using publicly available social data to identify clusters of people based on their interests and build a contextual map of where they can be found across digital inventory.

The Better Health brand is from the Office for Health Improvement & Disparities (OHID), part of the Department of Health & Social Care (DHSC). OmniGOV at MG OMD enlisted Fifty to support ​​the third burst of their 'Better Health' adult obesity activity aimed at empowering individuals to make healthier choices and lose weight. Encouraging individuals to download one of the NHS support apps was a key part of the campaign, with social data playing a vital role in driving users to the Better Health website. OmniGOV at MG OMD and The Office of Health Improvement and Disparities (OHID) presented Fifty with the following objectives: 1. To support their campaign for tackling obesity by building understanding of the connections within their data. 2. To fine-tune the client’s existing audiences living with obesity using real-time social data beyond Facebook’s capability. 3. To provide granular insights into these audiences’ beliefs, motivations and points of influence. To assist OHID with its mission, OmniGov proposed a new audience targeting route alongside Fifty. By harnessing our unique technology, this would enable OHID to reach audiences living with obesity ethically by providing real-time insights into their cross-channel behaviour and using sophisticated targeting beyond social platforms’ first-party data.