With increased competition, regulatory changes and shifting viewer behaviors, 2023 is the year of efficiency for pharmaceutical advertisers. These factors, coupled with the rapid shift of content consumption from traditional linear TV to streaming, underscore the need for brands to implement tactical CTV marketing strategies to ensure that every dollar spent on advertising yields tangible results.
From an advertiser’s perspective, fragmentation and measurement concerns remain top of mind as audiences consume content across numerous formats. Unlike traditional TV, all of CTV is addressable, and with its current state of adoption, available at scale.
For years, pharmaceutical advertisers turned to CTV to offer incremental reach against linear efforts. However, with CTV having now achieved critical mass, it’s become a powerful vehicle for mass addressable reach and full-funnel marketing solutions, allowing advertisers to target valuable and precise audiences.
Maximize Your Audience Reach in Today’s TV Landscape
For advertisers, maximizing reach to today’s streaming audience is not as simple as adding an ad-supported streaming service to your media plan. Balancing media strategies in today’s TV landscape is complex and nuanced. Advertisers need partners who understand consumer behavior across both linear and streaming to marshal budgets efficiently.
In order to reach new households at optimal frequencies, advertisers must evaluate their CTV marketing strategies from a more macro, OEM (original equipment manufacturer) lens. With over 70M Smart TVs in the U.S alone plus Tizen, the #1 most-used operating system in the United States,* Samsung leads the industry in both hardware and software. This position creates a deep relationship with consumers and produces vast amounts of TV viewership data, offering a full 360-degree view of user behavior to advertisers. For pharmaceutical advertisers, this holistic data can be leveraged to not only reach target audiences on a 1:1 deterministic basis at scale, but also to drive — and more easily measure — real business outcomes.
Embracing New Tactics for Holistic Reach
Original Equipment Manufacturers (OEMs) like Samsung offer unique solutions for brands to execute targeted, mass reach campaigns. Making use of strategic native placements on the Smart TV home screen, such as with Samsung’s 1st Screen ad placement, provides a level of scale not possible via linear or streamer-specific buys. By pairing 1st Screen with CTV and suppressing households already exposed to the advertiser’s ads on CTV, advertisers can expand the universe of the target audience with unduplicated reach.
When considering the growing popularity of gaming and other entertainment formats beyond the reach of in-stream advertising, strategic use of native ad units remains an effective means of guaranteeing scale.
CTV in Action
One advertiser leading the way in strategically adapting media strategy is City of Hope, formerly known as Cancer Treatment Centers of America. City of Hope continuously optimizes their media strategy to reduce audience duplication and maximize reach to target audiences. “In an increasingly crowded and competitive marketplace, we look to partners like Samsung Ads to help us break through the clutter,” says Ivan Stamenov, SVP, Marketing Operations at City of Hope. “As we look ahead to build brand awareness and optimize our performance marketing efforts, Samsung Ads’ reach and frequency insights will help us understand who our ads are being served to, when, and how often, so our ad dollars can work harder for us.”
As audiences fragment, there is less wiggle room for wasted budget, duplicated audience or missed impressions. For pharmaceutical brands to succeed, they must shift and expand CTV strategies to take advantage of the full breadth of its capabilities beyond incremental reach.
At Samsung Ads, we’re uniquely positioned at the intersection of tech, data, inventory and consumer experience, and we’re focused on solutions that drive outcomes efficiently and help our partners prove success. Sign up today for regular CTV insights and tips from the #1 Smart TV brand.
* According to 2022 Hub Entertainment Research study
