Online Therapy is Supporting Mental Health Through Digital Ads

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.