An introduction to the TV and video landscape
for ad campaigns

The TV and video landscape is complex, with multiple ways to consume content – including traditional TV,
connected TV, and online video. With the variety of choices, marketers and their agencies must adapt quickly
to keep up with existing and emerging channels to reach their desired audiences.

Biopharma marketers need to reach highly qualified health audiences to ultimately influence actual health
outcomes, such as driving new patient starts. This eBook provides an overview of available TV and video
channels, including audience targeting and measurement capabilities, to help biopharma marketers choose
the right video platforms to achieve their campaign goals.

Video as a holistic strategy

While the video landscape is fragmented, it’s still important for marketers to think about reaching their
target audience across these various channels as a holistic strategy. After the target audience is identified,
marketers and their media agencies can determine the different video channels where they can best reach
their audience. Through upfronts, marketers can buy any type of video inventory in advance to secure
discounted pricing. While most TV inventory is bought during TV upfronts, video can also be bought outside
of the upfronts and throughout the year.

Once marketers determine the right media mix, measuring every TV and video dollar across the entire plan
is crucial to understanding how media is working to influence actual health outcomes and if and where any
optimizations make sense.

Video platforms:
Understanding the basics

To successfully expand and execute a video strategy, marketers need to understand
the available platforms, including the audience targeting capabilities and how the
media is measured.

Measuring and testing campaign performance once the campaigns are in flight can
provide key insights to determine if and when marketers should make optimizations.
While traditional digital marketing metrics, such as unique viewers and click-through
rates, show high-level campaign engagement, biopharma marketers need to understand
the impact on actual health outcomes. Third-party measurement and analytics providers
specializing in life sciences can provide additional granularity by connecting media
exposure data to health behavior to tie media investments to health outcomes. Having
a common currency to compare all video placements across the plan makes it easier for
marketers to optimize campaigns quickly.

Once metrics are in place to evaluate media effectiveness, it is important to measure
campaign performance. Audience quality, based on health data, is an early indicator
of campaign success. Marketers can then reallocate investments within and across
publishers if initial metrics indicate the campaign is not performing as planned.

Making timely optimizations throughout a campaign can increase media efficiency
by as much as 10-25%. Media partners can help marketers improve campaign
performance by helping advertisers reallocate spending within their platforms.
Here is a breakdown of the various video platforms, including how media is purchased,
targeted, and measured.

LINEAR VIDEO

Linear refers to TV delivery in a passive, “lean back” environment
where network programming runs continually and is synonymous
with what we call traditional TV.

Traditional TV

NON-LINEAR VIDEO

Any method or technology that allows viewers to select which
content they watch and when they watch it.

Streaming

Includes video content accessed and consumed on internet-connected
devices (TVs, desktops, tablets, and mobile devices). Streaming is often
an umbrella term for video content served over the internet, including
connected TV, streaming live TV, full episode players, and free ad-supported
on-demand video.

Want to learn more about how to thrive in an evolving digital landscape? Read our blog for 4 practical tips.