pharma

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 […]

CANNES – The promise of AI-powered creative versioning and real-time optimization in healthcare marketing faces a fundamental obstacle: regulatory review processes that haven’t evolved to match the technology’s capabilities. “The promise and the possibility with AI won’t be fully realized if the industry doesn’t change and evolve around it,” Andrea Palmer, CEO of Publicis Health […]

CANNES – The fragmentation that has long plagued television advertising may finally be giving way to consolidation, creating new opportunities for precision targeting in healthcare marketing. “One of the enemies of scale is fragmentation. That’s been a huge obstacle in the TV landscape, but I think we’re starting to see some consolidation of that inventory,” […]

MIAMI – Building an in-house media operation isn’t anything special anymore. But when a major pharmaceutical company boasts of such an enterprise within its walls, it’s always worth paying more than a little attention. After all, as an advertising category, pharma is huge, as Kantar notes the industry spends roughly $18 billion a year on […]