Unpacking the Top Takeaways From DeepIntent's CTV Summit

Among the other takeawaysThe wall between linear and CTV continues to erode The average viewer makes no distinction between the two Jason Wiese Senior Vice President and Director of Strategic Insights at the VAB noted a recent survey When asked what they consider to be TV quot45 of consumers said that TV is anything they39re watching on TV whether it was linear TV or streaming There was another 25 that said that anything they are watching on any sort of device is TVquotCTV presents a distinct advantage for pharma advertisers Pharmaceutical advertisers need sight sound motion and 60second ad units to accommodate regulatory requirements With programmatic as the tool and CTV as the vehicle quotyou39re getting the sight sound and motion of television but you also have addressability so you39re able to target households individuals devicesquot said Matt McLeggon Senior Vice President of Advanced Solutions at MagniteThreepronged strategies are terrific but the CTV part is by far the strongest Adam Thomas Vice President Addressable Strategy at Matterkind cited findings from his team39s work with DeepIntent quotCombining all three channels video display and CTV outperformed everything from an individual perspective But when we broke that down further we found that CTV actually outperformed the other channels by at least two timesquotAdvertising is not dead but irrelevant ads are Some panelists noted that during the height of the pandemic most viewers were no longer willing to sit through commercials in general But a new perception has surfaced Consumers are okay with pharmaceutical ads if they are personal and relevant A study by DeepIntent and LG Ads Solutions revealed that 65 of TV viewers say that relevant ads improve their overall experience Programmatic heightens advertisers39 ability to personalizeBrand safety concerns are addressed with improved technology As with all digital advertising programmatic poses issues for brand safety However that is being addressed and the situation continues to improve The better the data the safer the environment According to Steve Mougis Global Chief Revenue Officer at Double Verify quotThere are blocking and filtering capabilities that allow you to exclude certain types of content People should feel safe and comfortablequotPrivacy challenges are being met CTV is not immune to privacy legislation for example the General Data Protection Regulation and Digital Services Act in Europe and similar laws passed in several US states Pharma also must comply with Health Insurance Portability and Accountability Act HIPPA regulations Scott Menzer Cofounder and Senior Vice President of Customer Service Operations and Product at ID5 noted quotWe need to be working together We need standardization whether that39s privacy whether it39s identity whether that39s data We need ways to communicate in a standardized way that allows marketers to reach the audiences they want in a privacycompliant wayquotThe difference is in the data The advantages of CTV were summed up by Carrie Craigmyle Senior Vice President of Client Strategy at DeepIntent quotWe literally can tell in real time what39s working what39s not DeepIntent Outcomes allows us to see what metrics matter most to a pharma marketer audience quality script script behavior We39re reaching patients We39re linking our exposure to actual script and there is no one else that can do thatquotClick 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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Unpacking the Top Takeaways From DeepIntent's CTV Summit

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Joanne Tombrakos

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Unpacking the Top Takeaways From DeepIntent's CTV Summit

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Joanne Tombrakos

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