DeepIntent: What Advertisers Should Know About CTV This RFP Season

Then she became familiar with DeepIntent39s advanced demand side platform DSP which is purposely built for healthcare advertisers to plan activate measure and optimize programmatic campaigns all within a single platform And she knew it was time to switch her career over to the sell sideAccording to Craigmyle it is more important than ever for healthcare advertisers to consider connected TV CTV in their media buys this RFP season and programmatic transactions can be a powerful way to make every CTV penny count However she recognizes that for a pharma client that is hesitant to test it out CTV can be a bit foreboding She offered up some perspective on programmatic buying that could simplify what newcomers need to consider during media planningFirst remember one of the basics of marketing defining the target audience As Craigmyle noted quotIn any media buy in healthcare it39s about knowing who our patient is or who our healthcare provider HCP is that we want to reachquotInvite job candidates to apply live during the Media and Advertising Community39s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereProgrammatic helps not only with that but also another marketing objective to go where the audience is With an 82 reach of US households CTV is an obvious choiceAutomated platforms for CTV can also allow marketers to maintain audience quality and as part of that assure that they are HIPAA Health Insurance Portability and Account Act compliant This is key to optimizing a campaignThen there39s the fraud factor an issue with any digital advertising and CTV is no exception This is particularly important given that pharma advertising must be HIPAA compliant as must any healthcare DSP Mitigating fraud is achieved with a legal team leading the effort to ensure that everyone involved from staff to data partners are up to date on the latest in privacy legislation and educated on the nuances of pharma advertising Transparency is crucialDeepIntent helps advertisers with all of these needs and much more Craigmyle noted For example it can optimize in realtime quotWe can track a healthcare provider being exposed to an ad and determine if they are actually writing prescriptionsquot she said quotWe39re able to do this by marrying impressions to actual claims data while remaining HIPAA compliantquotThis data enables DeepIntent to take targeting beyond basic demographics like Adults 2554 Instead marketers have the opportunity to tap into audiences who are modeled off diagnosed patients or those currently being treated which increases the likelihood of reaching a sufferer in the digital ecosystemCraigmyle encourages healthcare advertisers who are new to programmatic and CTV to stop waiting to try itamp160 At the end of the day what this data and technology affords the pharma marketer is an opportunity to reach the goal marketers always strive to attain get the right message to the right people at the right time The technology is the mechanism that helps to achieve thatClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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DeepIntent: What Advertisers Should Know About CTV This RFP Season

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Joanne Tombrakos

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DeepIntent: What Advertisers Should Know About CTV This RFP Season

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