DeepIntent’s “Innovating with Intent” Summit Sheds Light on the Future of CTV in the Pharmaceutical Industry

Ad tech innovators and thought leaders from companies including Publicis Health Media, LiveRamp, VAB, FreeWheel, DoubleVerify, LG Ads Solutions and more joined DeepIntent to discuss opportunities for pharma marketers with CTV

DeepIntent Exclusive May 5 the event explored important topics including reaching patient audiences with precision, CTV identity resolution and effective measurement with ACR data

NEW YORK, May 9, 2022 /PRNewswire/ — Healthcare Advertising Technology Company DeepIntent hosted a one-of-a-kind summit for pharma marketers with a dynamic mix of keynotes, panels and insightful fireside chats on the future of Connected TV (CTV) in pharmaceutical advertising this past Thursday.

DeepIntent’s “Innovate with intention” The summit featured an exclusive host of ad tech innovators and thought leaders from CTV’s pioneers, including Matterkind, LG Ads Solutions, Integral Ad Science, Magnite, Oracle, DoubleVerify, ID5, LiveRamp, TransUnion, Publicis Health Media, FreeWheel, the Video Advertising Bureau (VAB), and more.

“CTV is the new battleground for brands. It’s a war that will be fought with technology and data. Pharmaceutical brands that seize the opportunity to lean in, test and learn, and establish relationships with innovative partners will be best positioned to compete and outperform their competition,” said Chris Paquettefounder and CEO of DeepIntent, who delivered the State of Pharma CTV keynote.

As stated earlier, DeepIntent saw its CTV investments increase 25x on its platform by healthcare and pharmaceutical companies over the past year, with many pharmaceutical marketers gradually shifting budgets from linear to CTV to expand the incremental reach of their advertising campaigns. The summit aimed to highlight important topics for pharma marketers at the forefront of this movement, such as reaching patient audiences with precision, resolving CTV identity, and measuring effectively with ACR data.

“With its vast scale, enhanced targeting and measurement capabilities, CTV represents the future of programmatic advertising for pharmaceutical brands – but many myths and misconceptions persist in the market today. That’s why it was so important to us to use our unique position at the forefront of pharma marketing and the programmatic CTV movement to address these issues head-on and give brand marketers the insights they need to effectively capture this media at the future,” said Marcella Milliet SciorraMarketing Director at DeepIntent.

Important views expressed during the half-day summit included:

  • “We want to understand patient behavior. Do they go to a website for more information? Do they talk to a doctor? What’s the journey? There’s a lot of value in automatic content recognition (ACR) on CTV to be able to tell this story,” mentioned Jason PattersonSVP, Business Intelligence, at Publicis Health Media.
  • “There’s still education to be done. A lot of pharma marketers are comfortable with what they’re doing with television, which is a safe place because it hasn’t evolved in 50 years. It has so much changed over the past three years, and it’s our job to educate the market on the benefits of CTV,” said Lisa Kopp JohnsonSVP, Agency Development and Brand Partnerships, at Integral Ad Science.
  • “Popular 6-second ads are not ideal for CTV, especially for the pharmaceutical industry, given regulatory laws about what information must be included. As inventory opens, this allows the pharmaceutical industry to be much more successful because you have 30-second, 2-minute slots, which historically weren’t available programmatically,” said Greg JosephSenior Director, Demand Partnerships, at FreeWheel.
  • “Reach and frequency, along with more sophisticated brand security in video, will help break down the wall between linear and digital, and CTV is the perfect place for that to happen. I think trust will increase within a year – and so will budgets,” said Chris LangelGroup Vice President, General Manager – Global Measurement, at Oracle.
  • “Cord-cutters and cord-nevers are unreachable on linear television… The pandemic has taken what would have been a six- to 10-year curve and condensed it into six months,” said AJ Kintner, Vice President of Sales, East, at LG Ads Solutions.

New research from LG Ads and DeepIntent shows two-thirds of Americans would rather see ads than pay for CTV content

As part of the “Patient Views during the CTV Renaissance” presentation, DeepIntent SVP of Analytics John Mangano revealed for the first time new consumer research recently conducted in partnership with LG Advertising Solutionswhich oversees advertising and analysis of LG’s smart TVs.

build on previous DeepIntent studies examining the link between advertising and patient sentiment, the study showed that 65% of viewers say relevant ads improve their overall experience. Additionally, 66% of CTV viewers would rather see ads than pay for content, and a majority of viewers do not appear to understand or recognize the difference between ads viewed on a streaming service or app and those displayed via their cable or satellite box.

Later this month, DeepIntent will release more details about its research with LG Ads Solutions.

To learn more about DeepIntent, visit www.deepintent.com/.

About DeepIntent

DeepIntent leads the healthcare advertising industry with data-driven solutions built for the future. Purpose-built for healthcare marketers, DeepIntent’s platform is proven to improve audience quality and script performance. It allows marketers to plan, activate, measure and optimize their campaigns within a single platform. Designed by former Memorial Sloan Kettering data scientists, DeepIntent enables nine of the top ten pharmaceutical companies and leading healthcare advertising agencies to improve patient outcomes through the artful use of advertising, data science and real health data. For more information, visit DeepIntent.com or find us at TwitterFacebook or LinkedIn.

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