Why pharma marketers are leaning into impression-based TV buying
By DISH Media
Chris Rooney, pharmaceutical lead, client vertical sales, DISH Media
As streaming TV continues to win greater audience share, pharma marketers are using impression-based buying to drive DTC connections and build incremental reach. According to Statista, the healthcare and pharmaceutical industry’s digital ad spend will reach $19.66 billion by the end of 2024.
By leveraging the deterministic data, analytics and closed-loop measurement now available within the advanced television ecosystem, pharma companies are achieving a win-win: the scale of linear TV with the targeted messaging precision of digital. Pharmaceutical brands are leaning heavily into data-driven ad buying to drive brand impact.
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Source:: Digiday
