With 93% of 18-49 U.S. households owning at least one internet-connected TV (CTV)*, medical marketers must transform how they approach this increasingly critical channel. During this webcast, attendees learned about the evolving nature of consumer TV viewing behavior and the opportunities CTV presents for medical marketers. Swoop and Samsung separated the CTV myths from realities and used specific use cases to show how exclusive audience segments built by applying AI/ML to Real World Data can drive increased Rx lift and optimize spend. Attendees came away with immediate steps they could take to better leverage CTV in a way that further enhances planning and activation strategies for linear TV.
*Samsung Ads, Behind the Screens – Rule of 40: Rebalancing Act, 2021