Ad Tech and Martech
PR Newswire | September 12, 2023
Healthcare advertising technology leader DeepIntent announced the launch of DeepIntent Copilot, a groundbreaking step toward more integrated and intelligent healthcare advertising using connected artificial intelligence (AI). Seamlessly bridging media spend and clinical outcomes, Copilot is a new tool that works alongside marketers to offer actionable insights and recommendations that optimize marketing decisions and drive more relevant connections with patients and healthcare providers (HCPs) across the path to prescription.
Driven in part by digital access, patients are now active participants in their health journey, offering pharma marketers more opportunities to activate cohesive, data-driven strategies across patients and their HCPs. However, that data is often siloed within numerous point solutions, which makes it challenging for brands to know they're reaching the right HCP and patient audiences with maximum efficiency and performance. Additionally, their investments are equally fragmented across various channels and partners, each with nuances that often result in measurements that are too delayed to be actionable.
DeepIntent's unique ability to connect data across planning, activation, and measurement has already begun to solve these challenges. DeepIntent Copilot builds on this foundation using generative and connected AI to create an interactive experience that surfaces meaningful insights and recommendations based on real-time media data tied to clinical outcomes. The result is a platform that empowers healthcare marketers to streamline campaign activation and focus their media investments on the audiences and strategies that drive measurable growth and ultimately improve patient outcomes.
Examples of DeepIntent Copilot driving performance and efficiency include:
Pre-optimizing campaigns with audience recommendations that maximize performance against specific goals, like audience quality and verified patient reach
Maximizing media investment during activation with campaign and channel insights rooted in real-world clinical outcomes
Generating recommendations to traders for enhancing scale and performance forHCP and patient campaigns
Evaluating the value of millions of ad opportunities per second and prioritizing those that drive higherAQ and increase scripts
"AI remains artificial unless you have fully integrated data and solution connectivity, which DeepIntent's platform provides. DeepIntent Copilot marks the dawn of a new category of DSP: an intelligent DSP which supercharges all existing advantages of a healthcare DSP with AI. Our platform already allowed marketers to do it all in one place. By having AI everywhere, we simplify campaign planning and reduce the time required to achieve positive ROI by giving marketers and their agencies the tools they need to be dynamic. This allows them to detect and anticipate changes in the marketplace and adapt their campaigns and strategies in real-time," said Chris Paquette, Founder and CEO of DeepIntent.
To learn more about DeepIntent, visit www.deepintent.com/.
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.
Ad Networks, Advertiser Platforms
Business Wire | July 20, 2023
Today, Comcast Advertising announced the release of its annual Comcast Advertising Report, revealing data-based insights into how viewers are viewing, buyers are buying, and sellers are selling multiscreen TV advertising today. The study provides comprehensive insights on the newest engagement and consumption trends across streaming and linear TV advertising and provides actionable recommendations for the modern advertiser.
The Comcast Advertising Report is based on an in-depth analysis of billions of impressions from Comcast Cable’s ad sales division, Effectv, and from its ad technology platform, FreeWheel, as well as commissioned research into viewing and buying habits from research partners.
According to the report, despite economic uncertainty, 94% of advertisers anticipate maintaining or increasing their spending on premium streaming in the next 12 months (40% plan to increase their spend.) The findings demonstrate a significant preference among advertisers for premium, professionally produced video content, where, the report finds, viewers are 58% more likely to remember an ad as compared to within user-generated video.
“The industry continues to transform at break-neck speed toward a more data-driven, automated approach to buying and selling advertising,” said James Rooke, President, Comcast Advertising. “As this transformation accelerates, the value of trusted, transparent and engaging viewing environments has never been more important. The Comcast Advertising Report provides a unique and layered perspective into these environments and how buyers, sellers and viewers are navigating today’s complex media landscape.”
Key findings from the report include:
Traditional TV is still a core strategy in media plans, with 80% of advertisers planning to maintain or increase their spend on traditional TV in the coming year.
Across both TV and premium streaming, the “big screen” TV is still the preferred viewing spot for most consumers, accounting for 82% of ad views.
As free ad-supported streaming TV (FAST) matures as a free alternative to linear TV, viewers are engaging with content in the same way they do with AVOD, and seeing the content as equally premium.
Both buyers and sellers are embracing programmatic as a way to unlock efficiencies in TV advertising. As a result, premium programmatic ad views have increased 12% compared to a year ago.
The share of live sports impressions transacted programmatically has increased 38% so far in 2023 compared to 2022, as sports programming moves to streaming and publishers turn to dynamic ad insertion and private marketplaces to capture increased revenue.
The report uncovers that buyers continue to face challenges in obtaining incremental reach, citing cost and frequency control as the biggest obstacles. The study analyzed billions of impressions to provide the following recommendations pertaining to maximizing reach and connection:
To get the most exposure, TV advertisers should allocate 20-30% of premium video budget towards streaming and the rest to traditional TV.
To maximize reach and impact against both in-market and future customers, advertisers should allocate 30% of impressions to highly targeted, addressable strategies and the remaining to broader, data-driven TV and streaming, while also spreading investment across networks, dayparts, and over months.
Advertisers should capitalize on the big screen, where unaided recall is 2.2x higher and purchase intent 1.3x higher as compared to the same ad in a mobile digital in-stream environment.
"In the face of unprecedented change in the way consumers are viewing premium video content, buyers and sellers alike are looking for tangible metrics on what works best within this new TV environment,” said Travis Flood, Executive Director of Insights, Comcast Advertising. “The goal of this report is to provide actionable advice on using all the tools and channels now available for advertisers to maximize audience reach and drive strong viewer connections. Fortunately, Comcast’s role in video distribution, media and ad tech affords us the purview to deliver upon this ambitious objective.”
The report concludes with several industry predictions for the year to come. Among the predictions is that linear will increasingly behave more like digital, that more streaming platforms will offer bundled subscription plans, collaboration between companies will further drive innovation, contextual targeting will continue to become more sophisticated, and advertising sustainability will be an important focus for U.S. advertisers and publishers.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goals – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more.
Social Media Advertising
prnewswire | August 18, 2023
BENlabs, the leading entertainment AI company for brands and creators, released a new report today finding that 63% of consumers have positive emotions after seeing products or brands in TV content, while 47% say they enjoy seeing their favorite brands in shows. The report, "State of Product Placement 2023," analyzed product placement's ROI, and consumers' feelings on it compared to traditional marketing and advertisements.
The survey focused on three areas: understanding marketers' perspectives on product placement, understanding consumers' perspectives on product placement and consumers' research and purchase behaviors. The report found that:
Marketers' are overwhelmingly optimistic about product placement – In fact, 86% of U.S. marketers who've tried product placement rate it highly, while 81% consider it to be an effective marketing channel. Additionally, 91% see it as effective in reaching non-ad supported audiences.
To top it off, eight-in-10 marketers consider AI to be very important when making a decision about what marketing company to use for product placement opportunities.
Successful product placement can elicit positive emotions in viewers – A little over six-in-10 (63%) of respondents reported feeling positive emotions (happiness, inspiration, interest, and/or curiosity) after seeing a product or brand in a film or TV programs, while 47% like seeing their favorite brands and products in TV shows and films. Given a choice, a majority (52%) of consumers would prefer to watch a TV program with product placement over advertising.
Consumers are quick to research products and brands they see on screen – Three-quarters (75%) of consumers have searched for a product/brand on at least one platform after seeing it on TV/film, furthermore, 57% of those consumers go on to purchase the same product, or a different product from the same brand.
Almost one-in-five (17%) made the purchase as they were watching, 12% did so within two hours, 14% waited more than a day and 18% took longer than one week.
"We found that 46 percent of consumers have actually learned about a product for the first time after seeing it on TV or in movies. That's a staggering number and speaks to the effectiveness of product placement throughout the marketing funnel, from driving awareness and cultural relevance all the way down to sales and marketing," says Erin Schmidt, Chief Product Placement Officer of BENlabs. "Combining the power of this marketing channel with AI allows brands to target the audience most likely to drive ROI for their entertainment marketing investments."
Ad avoidance is at all-time highs, with over 41% of viewers habitually skipping or avoiding television advertisements. Combined with a massive shift to ad-free streaming platforms, this makes it harder than ever for businesses to reach audiences through traditional methods. BENlabs' newest report, with insights from approximately 350 marketing managers and 650 consumers, found product placement offers a strong new avenue for businesses to reach, retain and grow their customer base.
BENlabs surveyed 349 senior marketing managers or above with direct responsibility for marketing spend and/or marketing innovation at their brands (December 2022), and 657 US consumers (excluding those who work in marketing and advertising) about their TV viewing habits and views on product placement within TV programs and films (April 2023). Unless otherwise specified, there were no significant differences in responses by age, gender, or viewing habits.
BENlabs is an entertainment AI company that integrates brands into influencer, streaming, TV, music and film content with guaranteed ROI. BENlabs offers clients the world's largest influencer marketing business, comprising the world's largest product placement, promotions and licensing agency combined with TubeBuddy, the largest AI SaaS platform to help 15 million creators and brands optimize their audience and channel growth. BENlabs works with the world's top brands and creators, including Microsoft, General Motors, Frito-Lay, Bloomingdales, Tencent and Reckitt Benckiser.