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 demand-side platform (DSP) purposefully for the healthcare industry.

John Mangano, DeepIntent's 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. "In pharma, reaching the right patients can mean the difference between someone having a positive health outcome and not seeking treatment at all," he said.

DeepIntent 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 people's self-reported answers with the ACR (automatic content recognition) data from LG smart TV sets. That gave DeepIntent insights into the respondents' actual TV viewing habits, something Mangano notes was unavailable in years past. "The 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 ago," he said. "It gives us insights that we just never would have had otherwise."

One takeaway from the survey was that consumers don't distinguish between linear TV and CTV. Of those surveyed, 96% said that they exclusively watch linear TV, versus streamed TV.

"When we looked at the ACR data, we saw that only 48% of those that responded were actually viewing linear TV," said Marcella Milliet Sciorra, DeepIntent's Chief Marketing Officer. "For consumers it's all TV."

Another 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. "They are accepting of ads because it's a part of the process of getting content, and it keeps our shows free," Mangano explained.

Other data from respondents showed that:

● 65% said targeted ads improve their experience;

● 57% consider CTV ads to be more relevant than linear TV ads;

● 30% feel pharma ads provide helpful information to someone in their household.

Relevant ads increase people's 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: "To improve the health of the people that we touch on a daily basis."

With its improved targeting capabilities, CTV enables healthcare marketers to reach more relevant patient audiences, still in a HIPAA-compliant 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 campaigns.

"As 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 message," she concluded.

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