Pharma taps into addressable TV

Marylyn Donahue

Addressable television advertising could become an especially powerful solution for brands in the pharma category.

Data-driven, audience-fueled addressable TV may well turn out to be a solution for digitally-challenged pharmaceutical companies sorely in need of reducing excess media waste with better targeting for their direct-to-consumer (DTC) campaigns.

Addressable TV transforms traditional television – pharma’s much preferred advertising medium – into super-targeted television by serving household-specific ads based on a brand’s defined target.

For marketers in the healthcare sector, such technology has the potential to offer:

  • the tools to reach the most relevant and receptive audiences within the national TV subscriber base;
  • better targeting of TV audiences using predictive health data;
  • the ability to identify...

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