Connected television is rapidly becoming one of the most powerful precision tools for reaching healthcare audiences, said Kyle Avery, director of business development at adtech giant The Trade Desk. Speaking with Lisa Granatstein, editorial director of Beet.TV, Avery described how the convergence of premium streaming inventory and programmatic technology is opening new opportunities for marketers in pharma and healthcare.
“In terms of TV evolving as a precision tool for healthcare audiences, I think if we look over the past few years, there’s been this incredible collision between premium supply and addressability,” Avery said.
He pointed to the growth of ad-supported video-on-demand tiers and the ability to pair that supply with The Trade Desk’s identity graph.
“We can get very, very granular in the users, the HCPs, the DTC audiences that you want to reach across that biggest screen in your household,” he said.
Audience-first campaigns
Programmatic has been a “game changer,” allowing campaigns to be audience-first and omnichannel.
“We can start with patient populations, DTC or HCP and reach them wherever they are across their omnichannel journey,” Avery said. “So whether they’re listening to a podcast, driving by a digital out of home sign, or again, just kicking back at the end of the day and catching up on movies or shows.”
When asked about the role of linear TV, Avery said the two mediums now work hand in hand.
“No doubt linear TV is a great way to drive efficient, broad reach,” he said. “When you couple that with the precision of CTV, the two are really able to work in concert to drive business results.”
He also highlighted CTV’s ability to deliver incrementality, “the ability to reach new audiences that maybe you’re not reaching on linear channels.”
Demystifying myths about scale
Addressing misconceptions about scale, Avery countered the idea that condition-specific targeting limits reach.
“We’ve seen no scale issues across these third-party audiences,” he said. “One of the beautiful things of working with a great partner like Swoop is they’re able to upsize or downsize audience segments, depending on the scale that advertisers need, while still maintaining a high level of audience fidelity.”
Looking ahead, Avery predicted that artificial intelligence will accelerate precision and agility in CTV campaigns.
“AI should allow us to move quicker and be more precise,” he said. “That’s the way we’re thinking about it here at the trade desk in terms of capabilities that that will unlock.”
He noted that real-time optimizations in digital video are already replacing the long feedback cycles common in traditional TV.
“Being able to plan and optimize in platform in real time really allows advertisers to build their strategic advantage and iterate quickly so that they can drive business results,” he said.
You’re watching “Omnichannel Starts with TV: The Evolving Role of TV in Healthcare Marketing”, a Beet.TV Leadership Series, presented by Swoop. For more videos from this series, please visit this page.
