DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, are More Amenable to Advertising Than the General Population

Because people are more likely to be diagnosed with conditions as they age older patients are naturally an important demographic for pharmaceutical advertisers Surveying more than 3000 US adults across every age group DeepIntent and Roku dispelled the common misconception that older patients arenamp8217t as easy to reach on CTV as younger audiencesMarking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys the research found that 79 of adults 50 and over use streaming services The research also found that 66 prefer advertisingbased videoondemand AVOD services which means that these socalled amp8220silver streamersamp8221 are even more amenable to advertising than the general populationContinuing to grow in popularity CTV enables pharmaceutical brands to reach this demographic with messaging thatamp8217s both relevant and privacysafe However just 23 of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives compared with 40 of patients under 50quotPharma advertisers donamp8217t always use datadriven programmatic targeting on CTV to its full potential As a result silver streamers feel ads arenamp8217t relevant which in turn makes them less likely to inspire actionquot said Marcella Milliet Sciorra Chief Marketing Officer at DeepIntent quotDeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTVquotquotPeople 50 and over are the primary audience for many pharma brands who may not realize that this demographic is really driving streaming growthquot said Eric Lloyd Head of Industry Health at Roku quotThere is a tremendous opportunity to reach people over 50 in streaming environments which offer much more than traditional TV in terms of impacting the patient journey and driving script lift The survey results only confirmed that itamp8217s paramount for pharma advertisers to capitalize on this paradigm shiftquotConducted between March 9 and 16 the survey also found77 of patients 50 and over have a diagnosed condition49 of patients 50 and over view relevant advertising positively7 of patients 50 and over have made an appointment to see a healthcare provider HCP after seeing a pharmaceutical ad compared with 21 of patients under 5096 of cordcutters 50 and over are happy with their decision to cancel their cablesatellite TV serviceand moreClick here to download Silver Streamers A Golden Opportunity for Pharma Advertisers on CTVPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, are More Amenable to Advertising Than the General Population

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DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, are More Amenable to Advertising Than the General Population

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