healthcare

Television has evolved beyond its traditional broad reach positioning to deliver the precision targeting capabilities once exclusive to digital channels, fundamentally changing how healthcare brands approach video advertising strategies. “Television is delivering the kind of precision targeting that we once thought only possible in digital,” Ashley Luongo, CRO of TV ad platform OpenAP, told Beet.TV […]

Television advertising for pharmaceutical brands has evolved beyond general demographic targeting to enable condition-specific audience layering that eliminates wasted impressions while maintaining the mass reach needed for awareness campaigns. “Where we used to do a broad kind of demo targeting, now we can bring in these condition-based audiences that allow us to become more precise,” […]

NEW YORK — The pressures on media buying, from consumer privacy restrictions to finding the right place and time for the right message, have never been simple to manage. But to get a truly acute sense of the depth of complexity and opportunity buyers grapple with daily, just look to healthcare marketing, said McLean Shaw, […]