DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, are More Amenable to Advertising Than the General Population
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research last week at the company’s second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry.
Five Tips for the First-Time Programmatic CTV Advertiser
Connected TV (CTV) is one of the fastest-growing digital advertising channels available today. As forecasted by eMarketer, total programmatic CTV ad spend is expected to reach $12.9 billion by the end of 2022, a 39.8% increase year over year. In this same vein, the migration of viewers from linear TV to CTV will also continue to accelerate in 2022, leading more and more marketers to "follow the eyeballs" and shift their dollars to CTV.
The Evolving CTV Measurement Landscape (VIDEO)
Measurement typically takes place after a campaign ends, but emerging technology enables advertisers to run performance-based campaigns on connected TV.
The Patient Perspective: Do Patients Find Pharmaceutical Ads Relevant?
Even as advertising technology gets more intelligent, more data-driven and more automated, achieving ad relevance is no easy task. It can be especially challenging for pharmaceutical companies looking to reach patients who might be in the market for a certain drug or treatment.
Digital Health Data and Digital Marketing: How Healthcare Marketers Can Unlock Opportunity at the Intersection
2020 was a landmark year for digital health companies. Investment topped $14 billion, a short-lived record; digital health funding totaled $15 billion during the first half of this year alone. Health data and analytics represented a large part of that increase, which tells me that the broader health industry understands and is now embracing the incredible value of digital health data.
Pharma Marketing 101: Five Things Every Healthcare Marketer Should Know
Pharma marketing is unique. One of the largest industries in the U.S. and the world, it's also one of the most highly regulated, presenting a variety of restrictions, considerations, and guardrails that healthcare marketers must learn to navigate. This is primarily due to HIPAA, which places limits on data access and targeting tactics to maintain consumer and patient privacy.
The Balancing Act: Agility with Long-term Purpose
Next up, we welcome Michelle Kehily of Merck to The Storytelling Revolution, as one of the marketing community's leading media innovators and thought leaders. Michelle is the vice president and global head of digital marketing and commercial excellence at Merck. In her 20-year biopharma career she has led marketing strategy and businesses across the globe. She currently leads innovation and manages the interface between strategy and execution across Merck's healthcare portfolio.
