DeepIntent Survey Shows the Power of CTV for Pharma

Those were just some of the many insights in a recent study from DeepIntent which built the first demandside platform DSP purposefully for the healthcare industryJohn Mangano DeepIntent39s Senior Vice President of Analytics noted that while TV has been around for over 70 years the backend systems are transforming making it easier for advertisers to target and reach the most relevant patients quotIn pharma reaching the right patients can mean the difference between someone having a positive health outcome and not seeking treatment at allquot he saidDeepIntent has surveyed patients three times to better understand how they feel about pharma ads The most recent study stands out among them because it specifically focused on CTV It compared people39s selfreported answers with the ACR automatic content recognition data from LG smart TV sets That gave DeepIntent insights into the respondents39 actual TV viewing habits something Mangano notes was unavailable in years past quotThe ability to tie that to a survey of individuals and understand their opinion on top of their actual behavior is really something that was unheard of not too long agoquot he said quotIt gives us insights that we just never would have had otherwisequotOne takeaway from the survey was that consumers don39t distinguish between linear TV and CTV Of those surveyed 96 said that they exclusively watch linear TV versus streamed TVquotWhen we looked at the ACR data we saw that only 48 of those that responded were actually viewing linear TVquot said Marcella Milliet Sciorra DeepIntent39s Chief Marketing Officer quotFor consumers it39s all TVquotAnother big insight related to the acceptance of advertising especially relevant messaging The majority of respondents reported being open to watching ads or having ads be part of their viewing experience if they reduced the cost of a streaming subscription quotThey are accepting of ads because it39s a part of the process of getting content and it keeps our shows freequot Mangano explainedOther data from respondents showed thatamp9679 65 said targeted ads improve their experienceamp9679 57 consider CTV ads to be more relevant than linear TV adsamp9679 30 feel pharma ads provide helpful information to someone in their householdRelevant ads increase people39s knowledge about a condition indeed 27 of respondents have even spoken to a healthcare provider about a medical treatment after learning about it from an ad This speaks to a DeepIntent goal quotTo improve the health of the people that we touch on a daily basisquotWith its improved targeting capabilities CTV enables healthcare marketers to reach more relevant patient audiences still in a HIPAAcompliant way Milliet Sciorra noted that DeepIntent delivers up to four times higher audience quality and up to five times higher brand script rate based on a health condition for CTV campaigns versus linear campaignsquotAs an industry we have a huge opportunity for healthcare marketers to improve the quality of the ads they are serving and the capabilities to reach the patients with the right message or their physician with the right messagequot she concludedClick 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 Survey Shows the Power of CTV for Pharma

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Charlene Weisler

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DeepIntent Survey Shows the Power of CTV for Pharma

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