pharmaceuticals

LAS VEGAS — Pharmaceutical advertising has been the backbone of TV ad strategies since the inception of the medium. But maintaining that central role requires embracing new delivery platforms including YouTube and connected TV as consumer viewing behavior shifts. “It’s about staying the backbone [of TV],” Kurt Robinson, evp, business development at Swoop, told Beet.TV […]

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,” […]

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 […]