Summary
In 2022, online therapy services BetterHelp, TalkSpace, and Cerebral adjusted their ad spend to reach consumers, especially around Mental Health Awareness Month in May. BetterHelp spent $19.8 million during this period, nearly half its annual ad budget, with 49% on Facebook. TalkSpace allocated $5.9 million, with 35% on Facebook and 42% on OTT platforms like Hulu and Paramount+.
Cerebral, the newest brand, spent $14 million, with 40% on TikTok ($5.7M), 29% on Instagram, and 24% on Facebook, totaling 94% on social media. Cerebral's peak spending was in early April, while BetterHelp peaked mid-May. Overall, all three brands heavily invested in social media, with Cerebral leading on TikTok, reflecting a focus on younger audiences.
BetterHelp and TalkSpace also used OTT and desktop video. The future of online therapy remains strong, addressing the ongoing mental health crisis.
You Might Also Like
AppsFlyerWelcome to the jungle – your ultimate guide for CTV Advertising
CTV advertising offers precise targeting, high viewability, and measurable performance. Advertisers should use short, punchy creatives, leverage QR codes, and test multiple versions. Targeting options include geolocation, demographics, platform, and contextual data, with first-party data enhancing ROI.
TikTokTikTok For Business
TikTok For Business offers limited-time ad credits: spend $100, $500, or $1500 to earn matching credits plus expert support. The page also lists latest announcements on innovative advertising, measurement tools, and new features for brands.
TikTokTikTok For Business
TikTok offers limited-time ad credits up to $1500 plus expert support. The article shares best practices for small businesses, including creative tips, audience targeting, and campaign optimization to boost ad performance.
AppsFlyerCreative optimization: Why your best video ad fails as a static image
AppsFlyer’s 2026 creative data shows video and static image ads reward opposite creative qualities, so ad ops teams should plan, budget, and test them separately. Video spend is concentrating: gaming’s top 2% of video creatives captured 60.7% of spend, up from 53.5%, while image spend spread out. Top spenders are testing far more variations, widening the testing gap. Action/Strategy and Puzzle/Lifestyle show format-specific tone and social-proof reversals; Finance is the exception. Teams should use AI-assisted variation, analyze video winners deeply, keep broad image testing, and measure performance at attribute level.
AppsFlyerGet ready for the age of CTV domination: The complete guide to Connected TV
Connected TV (CTV) has revolutionized TV viewing, with 87% of US households owning a CTV device. CTV advertising offers precise targeting, engagement, and measurement, and 98% of brands expect it to surpass mobile ad spend within 5 years.
AppsFlyerMobile measurement & marketing analytics for subscription apps – The complete guide
Subscription app revenue surged in 2021, with App Store up 33% and Google Play up 78%. Key challenges include user loyalty, conversion, and privacy. Deep measurement via in-app events, deep linking, and predictive analytics is crucial for UA and re-engagement.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok for Business is promoting tiered first-30-day ad credit incentives for new self-serve SMB advertisers: spend $100 get $100, $500 get $500, or $1,500 get $1,500 plus 1-to-1 expert onboarding support, with a headline entry offer of 50% off first-month spend up to $200 and matching credits up to $6,000. Credits are applied within 7 days of hitting the highest threshold or after the 30-day accumulation window. Eligibility excludes agency, Business Center, and TikTok Shop accounts, and limits one ad account per new TikTok For Business account. For ad ops teams, these terms dictate budget pacing, account structure, and credit-expiry planning.
AppsFlyerMobile advertising – everything you need to know (and forget) in 2023 and beyond
Mobile advertising uses paid channels on smartphones and tablets, offering hyper-targeting and cost-effectiveness but facing challenges like privacy changes and fraud. Key metrics include CPI, ROAS, and LTV. Effective strategies involve clear goals, audience definition, and mastering ATT prompts.
More from SensorTower
State of Automotive & Mobility 2026: Chinese Automakers Accelerate Global Expansion as Digital Customer Acquisition Emerges as a New Growth Driver
Automotive advertisers are shifting budgets toward localized digital acquisition as domestic growth slows. In China, pre...
Indie and New IP Break Out, Without Denting AAA
Breakout game launches are increasing, driven almost entirely by indie studios. 76 titles sold 500k+ paid units in their...
State of Game Advertising 2026: Three Trends to Know
Sensor Tower’s 2026 game ad report shows ad ops must manage more creative volume, not just bigger budgets. Top US mobile...
Show and Tell: Inside Target's Back-to-School Retail Media Campaign
Target’s 2026 back-to-school retail media campaign became more concentrated: impressions fell 66% YoY to 781M and partic...
Holiday Campaigns: What We Can Learn From Coca-Cola, L'Oreal, & Hershey's
The holiday retrospective shows three distinct ad ops plays. Coca-Cola doubled spend (+110%) and impressions rose 91%, c...
Cash In! Finance Spotlight Report 2026
Mobile finance is outpacing broader app trends: global finance app downloads are projected at 8.9B in 2026 (+6% YoY), wi...