Connected TV (CTV) continues to take the world by storm. Between 2015 and 2020, the number of CTV users in the US increased by ~30%.1 This meteoric rise has attracted advertisers, including those in healthcare, looking for exciting new inventory. CTV advertising will continue its ascent to stardom, with 73% of CTV buyers saying they’ll shift spending from broadcast and cable TV.2 This is big news, especially for healthcare brands that have always used linear TV. However, like all new advertising worlds, challenges of CTV advertising persist. Here’s how to overcome them.
CTV Advertising Challenge #1: Audience Identification
Challenge: It’s hard to identify HCPs at the user level.
Solution: Work with a partner with access to identity resolution technology.
The best way to identify HCPs on CTV is to work with a partner that has experience working with resolution ID technology, like Tapad’s CTV ID and Verizon’s Identity Graph. This technology takes CTV IDs and matches them with other digital device IDs to give you a more complete view of HCPs. For example, after they see your CTV ad, you can serve them another one while they’re on an app and another when they’re browsing the internet. This is only possible because you can identify them across these devices.
CTV Advertising Challenge #2: Measurement and Reporting
Challenge: The CTV industry doesn’t have a standard set of metrics and guidelines.
The percentange of digital marketers who said that the lack of uniforms cross-channel measurement standards is a challenge.