AD TECH AND MARTECH, ADVERTISER PLATFORMS
PR Newswire | May 16, 2023
DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry.
Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences.
Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population.
Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50.
"Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV."
"People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift."
Conducted between March 9 and 16, the survey also found:
77% of patients 50 and over have a diagnosed condition
49% of patients 50 and over view relevant advertising positively
7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50
96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service
and more
To learn more about DeepIntent, visit www.deepintent.com/.
About DeepIntent
With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn.
About Roku, Inc.
Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.
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ADVERTISER CAMPAIGN MANAGEMENT
Business Wire | May 19, 2023
Snowplow, the global leader in data creation, today announced the launch of a dynamic new solution for measuring the effectiveness of advertising campaigns. Called Attribution Modeling, the solution Powered by Snowflake, gives clients real-time insights into advertising performance, enabling essential campaign optimization in near-real time.
By building Attribution Modeling on Snowflake, Snowplow is able to empower direct-response advertisers to gain insights into conversion journeys by analyzing click event data from advertising campaigns. With Snowplow’s first-party customer data, organizations can generate, enrich, and model ultra-low latency click event streams, delivered in Snowflake’s single, integrated platform. Companies can easily analyze and respond to advertising performance in near real-time with a unified data asset, regardless of their resource structure. This capability also enables marketers to make data-driven decisions to allocate resources to the most effective campaigns and channels in near-real time.
Joint customer, Digital Virgo, was able to leverage Attribution Modeling, Powered by Snowflake, to reduce data latency by 90% and eliminate data silos. With Attribution Modeling, Digital Virgo gained access to standardized data reports from all 40 countries in which it operates and was able to re-allocate its marketing budget to high-performance campaigns, gaining a significant number of new subscribers during the 2022 FIFA World Cup.
"Before Snowplow, we had a packaged analytics tool. We did not have any data sets of events available in real-time. Snowplow and Snowflake opened up a world of possibilities for us by providing data to our team so we can quickly analyze trends in campaigns, within five or 10 minutes." – Anthony Gianastasio, Head of Analytics, Digital Virgo.
“Attribution Modeling is an application that addresses the changing needs of marketing and advertising professionals, offering impactful and cost-effective campaigns. By building our solution on Snowflake, we have been able to provide a cloud-based alternative to other campaign analytics solutions available today. Snowplow will work with Snowflake to enable customers to take control of first-party data and map granular customer journeys in a centralized source of truth. This will provide accurate and comprehensive campaign measurement, driving success for customers." – Conor Doyle, VP Partnerships & Business Development, Snowplow.
“We look forward to continuing to partner with Snowplow to help our customers analyze trends quickly and at scale, consistently giving them better analytics.” – Scott Schilling, Senior Director of Global Partner Development at Snowflake.
Industry leading applications are Powered by Snowflake. By building on Snowflake, product and engineering teams are able to develop, scale, and operate their applications without operational burden, delivering differentiated products to their customers. With the Powered by Snowflake program, builders get access to resources to help them design, market, and operate their applications in the Data Cloud. To learn more about the Powered by Snowflake program and how organizations are building on Snowflake
About Snowplow
Snowplow empowers organizations to generate trustworthy, first-party Customer Data to power Marketing and Advertising performance.
1.9+ million sites and applications use Snowplow to generate and model first-party customer data from across their digital interfaces to capture descriptive customer journeys and build actionable first-party Behavioral Profiles. Purposely designed for the data platforms as a single source of truth; Marketers, Data teams and CDPs can activate Snowplow data across Customer 360, Personalization and ML use cases.
With Snowplow, organizations like Strava, Autotrader, and Software.com reach, engage and win customers, while retaining an industry-leading data governance posture, with full GDPR and CCPA compliance.
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ADVERTISER PLATFORMS
Business Wire | May 29, 2023
MGID, the global advertising platform, today announced a partnership with Playmaker, the digital sports media company that delivers authentic content experiences through its portfolio of sports media brands. The partnership will see the direct integration of MGID’s native ads across Playmaker’s web properties to maximize user experience and engagement and increase traffic and monetization.
MGID’s network of advertisers across the US, Canada, Brazil, and Mexico will benefit from access to Playmaker’s 101 million monthly web users that engage with a portfolio of sports media brands, including Futbol Sites, Yardbarker Media, and The Nation Network. MGID’s high-quality native advertising offering will enable Playmaker’s media brands to monetize their traffic through non-intrusive and contextually-relevant native ads while also increasing pageviews. MGID’s native ad formats are targeted to the most relevant sections of a user’s content journey to ensure maximum engagement.
“This is a great opportunity for leading advertisers to access Playmaker’s expansive audience of sports fans. Without essential revenue streams, sports media brands cannot serve great content to their fans. At the same time, fans need to see content and ads that enhance their overall experience.” Said Sergio Vives, Global Head of Publisher Acquisition at MGID. “This is great step in our journey to grow our offering and innovate at the edge of digital media advertising. We look forward to connecting Playmaker’s scale of audience to MGID’s relevant, high-quality content.”
“In a changing digital landscape, where effective targeting and attribution is becoming increasingly complex, teaming up with MGID will provide essential alignment between consumer and marketer needs through our trusted brands.” Added Michael Bellom, Head of Revenue Operations at Playmaker. “The integration of native ads and exclusive content recommendations will help users find the right content and ensure marketers reach the right audiences.”
AboutMGID
MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences.
About Playmaker
Playmaker (TSX-V: PMKR; OTC: PMKRF) is a digital sports media company that acquires and integrates premier fan-centric media brands, curated to deliver highly engaged audiences of sports fans to tier one advertisers, online sports betting operators, and sports federations and leagues. Leveraging its in-house technology stack, Bench, and with a 360-degree view of sports fans, Playmaker delivers authentic digital content experiences for sports fans and best-in-class results for its partners across the Americas.
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