Digital TV was already popular, but the pandemic has kicked its adoption into high gear. Between January and June 2020, 92% of American adults reported watching Netflix; 80% reported watching Amazon Prime; 52% watched Hulu, and 40% watched either HBO, Disney Plus, or YouTube. Internet-connected TV and over-the-top content — think devices like Apple TV, Roku, etc., that don’t need cable access — are changing the way pharma marketers view streaming video and its contribution to the overall media mix.
The good news for pharma marketers is that digital TV gives us the ability to better target new patients, identify unique viewers, and connect with healthcare professionals on a more human level – which is more important now than ever.
But wait, there’s even better news: In conjunction with media analyst firm TV[R]EV, Intouch Media conducted an online survey in August/September 2020 to gauge how respondents felt about TV advertising during the pandemic in general and pharmaceutical advertising in particular. Several industry thought leaders were also interviewed during this time, and the result is our latest whitepaper, Future State: The New Media Landscape, an in-depth look at issues influencing patient and HCP media strategies, along with plans of action gleaned from proprietary research, exclusive partner insights, and our own thought leadership.
Digital TV lets us move beyond basic delivery metrics to trackable, quantifiable metrics that demonstrate ROI — far more than linear (a.k.a., traditional) TV was ever able to provide.
For more insights on digital TV and the evolving media landscape, including automatic content recognition, the cookieless future, and privacy versus personalization, download Intouch’s new whitepaper, Future State: The New Media Landscape today!