DeepIntent: Tapping Into the Widening Pool of Measurement Options for Greater Ad Impact

That39s according to John Mangano DeepIntent39s Senior Vice President of Analytics quotBuying and measurement from the 1950s to now hasn39t really changedquot he said quotGRPs were something that was fine for many decades but today they feel very prehistoricquotThe GRP is based on reach and frequency In other words GRPs are calculated as the percentage of a specific demo that an ad reaches multiplied by the number of times they see the ad in a certain campaign And in the past marketers didn39t have the ability to go much further with metrics than that That39s far from ideal because a campaign can have quotmassive frequency and reach very few people or you can reach a lot of people and have very low frequencyquot Mangano explainedToday with digital media onetoone targeting is the norm And measurement should reflect that It39s critical that marketers have the ability to be very specific about how they identify viewers and aggregate them beyond the usual demographics Mangano asserted This can include very specific buying inclinations and motivationsquotYou need to get to the next level which is a profile of who you39re reaching so you know you39re reaching the right targetsquot he addedDeepIntent built a demand side platform DSP purposefully for the health sector where the value and importance of privacysafe onetoone targeting is paramount quotIf we39re reaching a lot of men and the message pertains to a health condition that only affects women it39s not goodquot Mangano noted quotBecause we39re a DSP the foundation of what we do is retargeting onetoone The DSP is the backbone of how the Internet serves adsquot DeepIntent not only allows marketers to target but also to quantify very specifically what audiences their ads are reachingWith CTV quottelevision is now moving into a platform that has the kind of accuracy that digital ads have had for yearsquot he explainedThere39s another plus DeepIntent39s research has found that today39s TV viewers have no idea whether they39re watching CTV or regular TV as discussed in this recent DeepIntent story From the average person39s perspective it39s all the same What39s more most viewers are okay with ads understanding that they are the foundation of TV content funding In fact DeepIntent39s research shows that the majority of its survey respondents are open to watching ads or having ads be part of their viewing experience if they reduce the cost of a streaming subscriptionViewers also don39t need to be worried about privacy concerns because that39s very important to DeepIntent quotThere are two levels of privacyquot Mangano said quotOne is legal which is a top priority of ours The other is ethicalquot Sometimes an ad can adhere to legal standards of privacy but ethically it may be problematic This is especially true in healthcare advertisingquotWe never use health information for onetoonequot he continued quotWe build models that help us find people more likely to have a certain condition but the reality of it is not based off of anyone39s individual health informationquotThe data from the served ads is aggregated and anonymized which gives DeepIntent the ability to measure the rate at which a marketer reaches the right patient audiences and it can measure how many people took specific actions But the DeepIntent platform never determines which people were reached or who acted in the way that impacts the marketerDeepIntent is also able to parse how frequently it reaches individuals and on what devices a TV set laptop or desktop for example The data is placed in an analytics engine which delineates specifically what different combinations of exposures drove action What39s more DeepIntent39s client base includes physicians and its system can analyze when viewers who saw an ad went to see a certain doctorquotWe are typically seeing an increase in the ability to find the right patients using CTV over linear TV as well as seeing higher rates of treatmentquot Mangano explained quotBecause you39re impacting more people for every marketing dollar spent that ultimately means healthier people living longer happier livesquotThe past is not necessarily prologue for the future of pharma advertising quotWhen I first started in the health analytics industry 15 years ago I spent a lot of my time trying to help pharma understand the Internet space and market itquot he said quotA lot has changed in terms of more advanced marketing and the industry has changed too There is a lot more focus on privacy and other lawsquotSince the pandemic telemedicine has become far more common And at the same time it39s caused some people to delay treatments So the call for better and more individualized treatments has never been greaterquotThe pharma industry has realized that there are many ways to reach both doctors and patients through digital media and they39re leveraging that more than everquot Mangano concluded quotDeepIntent39s ability to deliver the messages whether to patients or doctors creates efficiencies that weren39t there five years agoquotClick 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: Tapping Into the Widening Pool of Measurement Options for Greater Ad Impact

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Charlene Weisler

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