DeepIntent is focused on deep data dives from a variety of sources. What makes this study different is the use of behavioral data that specifically surveyed people who were LG TV owners. “Through our partnership with LG, we had access to indicators of what kind of TV viewing they did, whether it was CTV or linear or both in a privacy safe way,” Mangano explained. The study focused on those who were exposed to the ad campaign. “We were able to match that up against health claims data to identify if the individual had a different action in terms of getting on scripts.”
Through their analytics platform, “in a privacy, safe and hipaa safe way, identify if these individuals who had positive healthy outcomes in terms of actually getting on script and doing it at a greater rate compared to say linear TV,” he noted. In this way questions could be asked about their behaviors and then reconcile their answers against their actual behavior and also give insight into incrementality and attribution.
Arguably the biggest takeaway from this study, according to Mangano, is the difference in exposure to the ad. “We serve the exact same ad during the exact same period for the exact same drug and the only difference was the ability to reach the right patients.” When they looked at the rate of reaching the right patients in regular linear TV, it was much lower than the rate of reaching the right patients on CTV. “So if you reach the right patient with that message and ideally have the right message and it's relevant, that is going to drive very different action, which is common sense, but when you can quantify it to that degree, it is impactful.”
For Marcella Milliet Sciorra, DeepIntent’s Chief Marketing Officer, an interesting takeaway was that for consumers, there isn’t any difference between linear and CTV when it comes to how they watch. “For consumers, 96% of them said that they exclusively watch linear TV versus Connected TV or streaming. But when we looked at the ACR data, we saw that really only 48% of those that responded were actually viewing linear TV. For consumers it's all TV,” no matter where the content comes from.
The other big takeaway was the acceptance of advertising, especially relevant messaging. “We asked, ‘Would you be open to watching ads or having ads being part of your TV viewing if they helped pay for your service or reduced the cost of your subscription?’ The majority said yes. They are accepting of ads because it's a part of the process of getting content and it keeps our shows free,” Mangano shared. “In pharma, we asked if the ads are relevant, how do you feel, and over 50% said we're very open to it and made the experience a better experience,” and increasing their knowledge about the condition, often spurring them to consult a doctor. This, “helps our goal as a company that's trying to improve the health of the people that we touch on a daily basis,” he added.
Essentially, “If the ad is relevant to the patient, they will be much more receptive to receiving it so it was nice to see that the same results that we had before were also relevant for CTV,” noted Sciorra. She explained too that when analyzing the clinical data associated with the campaign, “We deliver up to four times higher audience quality and up to five times higher brand script rate based on the health condition for the CTV campaigns versus the linear campaign.”
Other key findings include:
● 65% say targeted ads improve their experience
● 57% say CTV ads are more relevant than linear TV ads
● 55% rate the relevance of the pharma ads they see as poor or very poor
● 30% of people feel pharma ads provide helpful information to someone in their household and 27%
For Mangano, “Working with the LG ACR data gave us the ability to have a thorough understanding on what we knew about TV viewers with much more granular than you ever would have gotten 20 years ago. Then, the ability to tie that to a survey of individuals to understand their opinion on top of their actual behavior is really something that it was unheard of not too long ago and gives us insights that we would just never would have had otherwise.”
Sciorra added, “As an industry we have a huge opportunity for healthcare marketers to improve the quality of the ads are they are serving and the capabilities to reach the patient with the right message or their physician with the right message. There is a lot of work to be done there. I'm proud of the work that we're doing at DeepIntent to help get the right message at the right time to the right condition.”
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
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