Why data-driven linear is the last piece of the marketing puzzle

Why data-driven linear is the last piece of the marketing puzzle

Reduce waste, optimize media and achieve cross-channel attribution by unifying television.

Pharma spends almost its entire advertising budget — a startling 75% — on live broadcast (or, linear) TV commercials, attempting to convert patients that may not even be watching. Instead of relying on demographics and other failed metrics for planning, marketers need to take a data-driven approach to linear investment to connect the entire television ecosystem, optimize budgets and leverage cross-channel attribution with a single custom patient audience.

Health marketers can now be more precise in their targeting with audiences generated from real world data (RWD), or a patient’s entire health history — from doctor’s visits to prescriptions filled — based on insurance claims. The same privacy-safe custom patient audiences used in digital marketing can be activated across all TV, including linear…