In the continuously evolving landscape of TV advertising, the traditional stronghold of linear TV is facing stiff competition from digital media, particularly Connected TV (CTV). As audiences increasingly shift their attention to CTV, particularly with patients and health care providers (HCPs), pharmaceutical marketers are presented with a unique opportunity to maximize the impact of their campaigns with converged TV advertising.
This fundamental change in consumer viewing habits calls for a data-driven, optimized strategy for pharma advertising to not only identify high-value audiences but also ensure their advertisements are seen as relevant. As a result, working with a reliable media partner is imperative for pharma marketers to successfully navigate this dynamic environment, strategize and optimize campaigns, achieve maximized ROAS, and exceed KPIs.
Suppose an advertiser is promoting a new antibiotic for patients diagnosed with a specific ailment.
Jack watches ESPN on his iPhone, his favorite Hulu show on his laptop, and ends the day with Netflix on his PlayStation. Sally, on the other hand, starts her day with local news and in the evening watches the BBC Home FAST channel on her smart TV. Both Jack and Sally have been diagnosed with the same ailment, making them the right audience for the advertiser. How can they effectively and privacy-consciously reach these audiences across various platforms? Successfully engaging Jack and Sally will require a precise audience data and media activation strategy.
Identifying the Right Target
One of the key advantages of implementing a converged approach to TV advertising is the ability to plan your campaign with a precise audience strategy.
Working with trusted partners like Cadent unlocks the potential of utilizing robust and flexible audience tools, allowing advertisers to onboard and match first-party data securely and efficiently, and extend the value of your data by leveraging a wide variety of third-party data partners such as:
Curating Audiences Across all Touchpoints
As previously demonstrated with Jack and Sally, pharma and health-related audiences are not limited to one viewing device or experience, so knowing exactly where your audiences are is imperative to campaign success.
Linear TV provides expansive reach through curated packages such as sports, with both live and in-game opportunities, and news packages, with the added benefit of daypart, geo, and addressable targeting. Yet the latest research suggests that pharma brands that underinvest in CTV are missing opportunities to reach consumers aged 50+ and HCPs as OTT offers the power of precision with first- and third-party data, allowing for enhanced contextual targeting.
When it comes to consumer behavior, reports show that patients and doctors do not discern between platforms as much as marketers might think – TV is simply TV, regardless of where or how people are watching. You need a partner that can execute both, within a single platform, for efficient and effective campaign activation and measurement. By combining the reach of linear TV with the advanced targeting capabilities and unprecedented precision of OTT, pharma marketers can build a powerful and comprehensive media plan maximizing reach across over-indexing networks and dayparts while also delivering ads to precise household-level audiences prioritizing campaign relevance.
Aperture Platform is data-agnostic offering pharma and health marketers access to an unparalleled depth of premium inventory at scale through open auctions, private marketplaces (PMPs), and direct deals – all in a fully secure and HIPAA-compliant manner – to meet audiences across relevant and available inventory. Our direct connections to supply across screens and devices provide pharma marketers access to 200+ MVPDs, 90+ cable networks, 1,100 broadcast stations, vMVPDs, SSP and exchange integrations, and direct publisher connections through Aperture MX. This means advertisers can leverage curated inventory across content categories such as health, news, sports, fitness, nursing, biotech, and more to effectively activate audiences across the converged TV environment and deliver a lift in incremental reach.
Proving Performance in Pharmaceutical Marketing
Choosing an integrated approach to audience targeting and cross-screen activation streamlines the advertising process, making it easy for advertisers to measure the success of their campaigns. Aperture Platform is integrated with best-in-class measurement partners to drive and quantify business results and measure metrics such as household penetration, Return on Advertising Spend (ROAS) and pharmaceutical Key Performance Indicators (KPIs) like doctor visitation, script lift, and new patients.
By connecting high-value health audiences to brand-safe premium supply in a secure and HIPAA-compliant manner, Cadent empowers pharma marketers to reach their target audience and achieve their campaign objectives.
The Perfect Prescription
For pharmaceutical advertisers looking to embrace converged TV advertising, Cadent Aperture Platform stands as a beacon of intuitive technology that transforms health advertising into performance.
Advertisers gain access to strategic planning and execution capabilities, enabling efficient data-driven campaigns across all screens – cable, broadcast, and OTT to confidently navigate the converged TV landscape, and ensure campaigns deliver maximum impact and value.
Find out how to make the most of your media investments. Get in touch to learn how Cadent can support your pharma and health-related marketing campaigns.