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Pharma companies may have been a little slower in embracing connected TV (CTV) advertising than other verticals, but the industry is certainly making up for lost time. By now, CTV’s return on investment (ROI) is crystal clear. In fact, analytics consultancy Analytic Partners found that CTV ROI is 30% higher than that of other channels despite […]
Connected TV (CTV) is one of today’s fastest-growing digital advertising channels. As forecasted by eMarketer, total programmatic CTV ad spend is expected to reach $24.44 billion in 2024, a 23.1% increase year over year. In this same vein, the migration of viewers from linear TV to CTV will also continue to accelerate, leading more and […]
Connected TV (CTV) is one of the hottest channels available for advertising, with ad spending projected to reach $30.1 billion this year. However, in today’s fragmented TV landscape, plenty of confusion remains around what is CTV (and what is not). We’re here to help. Read on to learn what separates CTV from linear TV and […]
With the rise of artificial intelligence and machine learning, new innovations in healthcare advertising seem to crop up every day. But it can be challenging for marketers navigating this ever-evolving landscape to determine which combination of platforms and solutions will improve pharma campaign performance in a way that translates to their real-world business objectives. With […]
As one of the most important events in our industry, Digital Pharma East is crucial for furthering the conversation around trends that will impact healthcare marketers most over the next few years. In 2022, it was all about omnichannel. But with AI top of mind at this year’s conference, several speakers noted how artificial intelligence […]
There’s a $14 billion opportunity at the intersection of healthcare, data, media, and artificial intelligence. And sitting at that intersection is convergent TV, which we believe represents the future of healthcare marketing. We recently brought together a distinguished lineup of industry leaders and innovators to discuss the challenges and opportunities presented by convergent TV. If you […]
In its true form, convergence refers to the shift from analog to digital, something that’s been happening for many years. By 2022, Leichtman Research Group estimated that 87% of U.S. households had at least one CTV device. Ten years earlier, that number was just 38%. And pharma—right now—is at its convergent TV tipping point. Delivering […]
Marketers today have access to more data than ever before — generated from so many sources — that can be used to power their advertising campaigns. One lesser-known category of data making its way to the forefront of healthcare marketing is ACR television viewer data, which is now being used to address some of the […]
For decades, Nielsen was the gold standard that advertisers trusted. Its brand name was — and largely still is — synonymous with linear television campaign measurement and planning. Then, in September 2021, something remarkable happened. The Media Rating Council, which evaluates measurement tools to ensure figure accuracy and reliability for the advertising community, revoked its […]
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