Connected TV represents an exciting new frontier for our industry and we hosted an exclusive event, the first of its kind focused entirely on pharma CTV advertising.
CTV offers pharma marketers everything from precise programmatic targeting to more accurate and actionable campaign measurement. It’s no wonder DeepIntent experienced a 25-fold increase in CTV investment last year.
This invite-only event featured a dynamic and immersive mix of insightful keynotes, panels, and fireside chats. We zeroed in on the topics that are most top of mind for our clients and ended the day with a rooftop happy hour for Cinco de Mayo.
Healthcare advertisers are increasingly shifting their TV budgets to incorporate CTV, thanks to its unprecedented efficiency and ROI. Chris Paquette, DeepIntent’s founder and CEO, started the day by sharing his insights about the state of the industry — and why he predicts pharma will outpace industry-wide trends.
CTV offers pharma marketers many advantages over linear TV, chief among them the ability to optimize their campaigns in-flight toward audience quality and script performance rather than views and impressions. Looking to maximize its addressable media investment, one pharma giant and its agency of record collaborated with DeepIntent on a multichannel campaign in which CTV proved twice as effective as online video and display advertising for driving new-to-brand prescription fills, though the best results came from all three channels working together.
CTV is changing how advertising is targeted, sold, and delivered, but how do patients feel about the new technology? Unlike smartphones and tablets, CTV ads are delivered on devices people have known forever. We conducted research exploring whether patients understand that they’re in the middle of a media renaissance and how they feel about it as it pertains to pharma ads.
The advanced targeting capabilities of programmatic CTV enable advertisers to reach relevant audiences far more precisely than linear TV. With the volume of data this requires comes more brand safety concerns, though the industry is innovating with both transparency and inventory quality in mind.
As the cookie starts to crumble and viewership continues to fragment, CTV presents valuable opportunities related to identity resolution. DeepIntent’s key identity partners help link patient and HCP audiences, enabling marketers to reach households and devices for targeting at scale in a HIPAA-compliant way.
Automatic content recognition (ACR) recognizes and identifies video and audio content on a TV, giving advertisers rich insights about people’s viewing habits. With this data, they can also plan and forecast their CTV and linear audiences’ reach and frequency for the optimal media mix.
There’s no need to change the channel; streaming and linear TV can be a dynamic duo when used to complement one another. Research from FreeWheel and the VAB demonstrates the power of incremental reach and how it can improve a brand’s audience-based buying strategies.
Interested in learning more about advertising on CTV with DeepIntent? Complete the form to schedule a live demo of our platform.
Carrie CraigmylE
SVP, Strategy
VP of Sales, East
SVP, Global Agency Development & Brand Partnerships
Lisa Kopp Johnson is a sales executive with more than a decade of experience in leadership roles for some of the fastest-growing companies in media and advertising. Currently, she serves as SVP of Global Agency Development & Brand Partnerships at Integral Ad Science (IAS). In this role, Johnson oversees IAS’s brand partnerships and spearheads the company’s global agency relations initiatives.
Prior to joining IAS, she served as General Manager of Business Development for The Trade Desk, where she helped drive strong, consistent revenue growth for the market’s most prominent brands. Johnson also previously served as Vice President of Sales at Amobee, where she ran the sales teams for the Midwest and West Coast regions.
SVP, Analytics
For the last 15 years, John Mangano has been driving innovation in how the healthcare industry understands the impact of media and marketing technologies on patients and their health outcomes. Mr. Mangano leads the Marketing Sciences and Analytics team at DeepIntent where he calls on his vast experience to help DeepIntent become the industry-leading DSP in planning, activating, measuring, and optimizing healthcare campaigns.
He is no stranger to health analytics and marketing technologies. For eight years, he built the health practice at Comscore where he built HCP measurement panels, developed a revolutionary dominants claims-based measurement product which is the standard used across the industry. In the process, he became the voice of how patients interact with health content.
Matt McLeggon
Scott joined ID5 in April 2018 and is the Co-founder and SVP, Customer Operations and Product. He works closely with customers to understand their challenges with identity, then designs product and services solutions that will benefit platforms, publishers, and consumers. Prior to ID5, Scott spent almost 8 years at AppNexus where he led Services and Product Teams. While at AppNexus, he led the team that built Prebid.js, managed the technical and product deliverables for AppNexus’ most strategic client, and ran several product capabilities.
Editor & Lead Analyst
Jeff Minsky is an award-winning digital media founder and futurist. He co-founded two of the largest digital media buying organizations in the industry, OgilvyOne Digital (now GroupM) and OMD Digital. As part of his 15-year career with Omnicom Media Group, Minsky incubated and launched OMG’s mobile, gaming, and Advanced TV practices communicating and selling through complex digital media strategies to marketers across several verticals including travel, entertainment, retail, financial services, QSR, and pharma.
Minsky currently serves as Lead Analyst for The Myers Report, the research, learning and thought leadership arm of MediaVillage. He also hosts a podcast “Media Metaverse with Minsky” whose subject matter is the future of advertising in a digital-first world.
Founder & CEO
Senior Partner, Global Digital Health
Ritesh joined FINN Partners in August 2021, after 7 years with Ogilvy Health and Ogilvy Consulting. He is a Senior Partner in the Global Digital Health Practice and an outspoken digital evangelist who has lent his expert point of view in a vast array of forums over his long career.
Ritesh provides his expertise and knowledge to senior leaders in the Pharmaceutical, Biotech, Health Systems and Payer markets. He also works with innovative digital health companies to help guide them in their go to market and partner strategies. He is passionate about educating his peers and his clients about what the future of digital health offers to their customers and stakeholders.
SVP, Business Intelligence
Jason’s vast experience of understanding audiences, media, and effectiveness drives growth for the world’s largest advertisers. With a background in agency analytics, healthcare media, and both patient and HCP behavior measurement, he has been instrumental in developing analytical solutions, data feeds, and applying market-leading methodologies to understand HCP and patient promotional response to marketing investments.
In his current role, Jason leads a team of health data scientists and strategists in the application of data, analytics, and AI to generate data-driven insights and on-demand decisions that drive performance and capture growth from patient, physician and payer initiatives.
Matt Prohaska, CEO and Principal, Prohaska Consulting, is a 28-year media veteran and consulting executive to leading digital media and advertising technology firms and executives.
As head of Prohaska Consulting, Matt, works with CEOs, CROs, COOs, CFOs, and CTOs to drive revenue and/or reduce costs on a strategic and/or tactical level by improving sales, marketing, operations, product, and/or tech.
In more than six years, more than 400 clients have chosen Prohaska Consulting for a variety of services, including strategic guidance, project leadership, training, and/or operating street teams. The team has trained more buyers and sellers of programmatic advertising globally than any other independent organization.
Jason Raqueno
VP, Addressable Strategy
Adam oversees the Addressable Strategy and Activation within the New York market. His historical knowledge spans across a wide variety of verticals including Retail, Financial Services, Cosmetics, B2B, and Consumer Packaged Goods, having worked on major clients including Microsoft, Pernod Ricard, and Estee Lauder.
After spending 9+ years working in various roles including integrated planning, Display, Search, and Social, Adam joined Matterkind in March of 2019 in order to further expand his addressable expertise and focus on improving internal agency relationships.
VP, Strategy & Market Development
Frans has over 20 years of experience building and growing media, technology, and data companies with a consistent track record of successful $100M+ exits and a proven ability to positively impact larger organizations. His functional areas of expertise include sales/GTM strategy, SaaS/DaaS business models, product management, product strategy, corporate development, and global expansion. Frans currently serves as Vice President of Market Development for TransUnion’s Media & Entertainment vertical where he focuses on sales and market strategy, translating customer needs into scalable products, and strategic partnerships.
Jason Wiese heads VAB’s Strategic Insights team producing actionable, unique intelligence about today’s complex video environment to help marketers make fully informed media decisions.
Jason has been instrumental in developing and overseeing VAB’s most sought-after marketer’s guides and reports on topics spanning the video landscape. He is the key architect behind VAB’s distinctive and recognized analyses within the areas of comparable metrics, attribution and social TV, among others.
Inherently curious and analytical, his multifaceted career has spanned both the advertising agency and TV network sides of the business, working directly with marketers to develop innovative, integrated communication plans and ad sales strategies for numerous high-profile brands.
Sam leads LiveRamp’s international addressability strategy, including partnerships and product strategy across Europe, LatAm, and the US. In addition to advocating for an open and interoperable Internet, Sam has struck product partnerships across LiveRamp’s Authenticated Traffic Solution and embedded identity offerings that help partners mitigate their reliance on legacy device identifiers. He has consulted with major financial institutions, telcos, platforms, and publishers as they navigate the regulatory landscape surrounding cookie deprecation and other industry changes, to help make their data meaningful in a secure, privacy-centric way. Before joining LiveRamp, Sam conducted econometric research on the IoT and telecommunications industries.
Director
