WPP Media takes a comprehensive approach to video, said Adam Arnegger, executive director and head of investment, in this interview with Beet.TV Editorial Director Lisa Granatstein. When it comes to planning and implementing strategies for clients, the media agency views video “holistically,” recognizing the power of linear television alongside the precision targeting of connected television and digital media.
“When building those two things together,” Arnegger said, “we’re able to use that as the front door for the consumer as they build their journey with their healthcare provider.”
Why television remains a trusted trigger
Television remains one of the most powerful tools for consumer activation, especially in healthcare, Arnegger noted.
“Video is the trusted source for information,” he said. “It’s been that way for a very long time.”
According to Arnegger, television content often acts as a “trigger for curiosity.” When viewers see something that resonates, they instinctively turn to their phones, tablets or computers to research more, eventually leading to deeper engagement with healthcare providers or caregivers.
“It’s about education for that consumer,” he added.
How linear and digital work together
The partnership between linear and digital channels, Arnegger emphasized, is key to guiding patients through their healthcare journey. Linear TV provides broad reach, while digital and internet-connected television, or CTV, offer the precision to target and educate audiences more deeply.
“Digital allows us to educate the consumer from the overall linear television perspective,” he said. “Once we do that, we’re able to retarget and reinforce that message all the way down to the healthcare professional.”
The next evolution: identity, addressability and measurement
Looking ahead, Arnegger outlined three priorities to make TV an even stronger driver of omnichannel activation in healthcare: better identity solutions, greater addressability and connected measurement across platforms.
“Connecting the measurement across all three areas will allow us to become a very powerful performance tool,” he said, underscoring the need for data integration to link awareness to measurable outcomes.
Innovation through WPP Open Intelligence
Arnegger also highlighted WPP’s new initiative, Open Intelligence, which aims to unify identity, measurement, and activation into one outcome-based framework.
“Through WPP Open Intelligence, we’re able to take identity measurement and activation and deliver those outcomes to our clients,” he said. Those outcomes include “script lift, site visits, site engagement and ultimately measurability.”
For Arnegger, innovation in video is about moving beyond impressions and toward verifiable, performance-driven results that demonstrate real-world results.
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.
