CTV is changing how advertising is targeted, sold, and delivered, but how do patients feel about the new technology? Unlike smartphones and tablets, CTV hasn’t required people to become comfortable with new technology; the ads are delivered on the same TV sets 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.
John Mangano, DeepIntent’s SVP of Analytics, presents the key findings from this research, with specific insight into:
+ How patients view pharma ads on linear TV vs. CTV
+ How valuable they find pharma advertising in general
+ How their viewing behaviors reflect wider viewing trends