DeepIntent, a healthcare advertising technology firm, sponsored a first-of-its-kind summit for pharma marketers on Thursday, May 5th, featuring a dynamic mix of enlightening keynotes, panels, and fireside conversations on the future of connected TV (CTV) in pharma advertising.
Matterkind, LG Ads Solutions, Integral Ad Science, Magnite, Oracle, DoubleVerify, ID5, LiveRamp, TransUnion, Publicis Health Media, FreeWheel, the Video Advertising Bureau (VAB), and others were among those who attended DeepIntent’s “Innovating with Intent” event.
Over the last year, healthcare and pharmaceutical industries have invested 25 times more in CTV on DeepIntent’s platform, with many pharma marketers gradually shifting budgets from linear to CTV to enhance the incremental reach of their advertising campaigns. The event highlighted crucial topics for pharma marketers at the forefront of this shift, such as precisely targeting patient demographics, CTV identification resolution, and effective measurement with ACR data.
The research found that 65% of TV viewers feel relevant adverts improve their overall experience, building on previous DeepIntent studies examining the link between advertising and patient attitude. Furthermore, 66% of CTV viewers prefer to see advertising rather than pay for programming. Most viewers do not understand or identify the difference between ads seen on a streaming service or app vs. ads shown on their cable or satellite box.