Ask your average television viewer to explain the difference between linear and connected television, and they will be hard-pressed to respond. However, that is not the case for those in the business of buying and selling advertising, where connected television (CTV) continues to be considered incremental reach to the overall television advertising buy. This is certainly true for pharma advertisers; linear television has been the backbone of their media plans for decades.
Is Connected TV a "Must Buy" For Pharma Marketers, or Merely Incremental?
