Research shows that a cross-channel strategy is essential to the pharma media mix, especially as TV viewership shifts from linear to streaming. For healthcare marketers, consolidating campaigns across channels unlocks the potential for better frequency control, more consistent messaging, and greater campaign efficiency.
To quantify the impact of cross-channel consolidation, a leading agency and its investment team partnered with DeepIntent to conduct a head-to-head DSP test. The goal? Minimize audience overlap and evaluate how a unified media buy affects frequency and performance.
Using the DeepIntent platform, the agency launched a single campaign across connected TV (CTV), display, and online video. They focused on managing CTV frequency, a key lever for improving ROI.
Results with Impact
The test demonstrated how partnering with DeepIntent can lead to more efficient reach and frequency, outperforming the competitor DSP by delivering stronger campaign performance and greater media value. As a direct result of CTV frequency management, the agency:
- Reinvested 23% of its media budget through cost savings.
- Engaged 71,000 additional verified patients, without increasing spend.
- Executed multi-million dollar Programmatic Guarantee (PG) deals with premium CTV partners like Hulu, Paramount, and Roku, on top of its existing display and online video buys.
Making the Case for Consolidated Buys
Beyond performance, activating within the DeepIntent platform helped the agency eliminate internal silos. With online video and display working in conjunction with CTV, the agency achieved tighter coordination in addition to better control over audience reach.
Why It Matters
Focusing on holistic frequency management, the test enabled the agency to identify opportunities to optimize its spending, uncovering significant cost efficiencies that were then reinvested to drive incremental reach.
In today’s cross-screen world, consolidating media buys is a strategic advantage. As the head-to-head DSP test proved, marketers can achieve higher incremental reach and significant cost savings.
Interested in learning more about the value of CTV for pharma? See what experts from some of the leading pharma brands have to say.