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ChrisPaquetteToday we are thrilled to feature a guest post by DeepIntent CEO Chris Paquette, as we announce the beginning of a very exciting relationship in CTV advertising for healthcare marketers.

Connected TV (CTV) is having a moment in the sun, which means advertisers are right there in the shadows. As the COVID-19 pandemic kept millions of people home with nowhere to go but Netflix and Hulu, CTV ads naturally increased as well. CTV ad spend increased 48.6% over 2020, according to eMarketer.

As healthcare and pharmaceutical companies get more creative with their messaging and migrate more of their budgets toward CTV ads, I’m thrilled to announce DeepIntent’s partnership with LG Ads Solutions.

LG Ads Solutions has selected DeepIntent as its exclusive demand side platform (DSP) for healthcare and pharmaceutical ads in the U.S. This means that DeepIntent’s DSP is now the only way healthcare advertisers can access LG Ads Solutions’ CTV inventory to reach 20M+ households nationwide.

CTV Ads and the Quantum Leap

Each year, pharmaceutical drug companies spend more than $4.5 billion on linear TV ads, which represents approximately 75% of their ad budgets. Everyone who’s ever watched TV knows how irrelevant and poorly targeted those ads can be.

After surveying patients to better understand how they feel about pharmaceutical ads, DeepIntent learned that 51% find relevant ads more memorable. CTV ads represent an incredible opportunity for advertisers to connect with patients, delivering a more relevant, personalized experience. Like linear TV, CTV offers the longer-length video ad units that pharmaceutical advertisers need, but with more flexible campaign management; greater programmatic targeting; highly accurate, actionable measurement; and more.

The quantum leap we saw with targeting in digital is going to happen with CTV and we’re at the precipice.

DeepIntent is at the forefront of this evolution. Everything we do is with the unique needs of pharma advertisers in mind, from launching the first healthcare-specific CTV Marketplace last summer to partnering with LG Ads Solutions.

DeepIntent + LG Ads Solutions

LG’s proprietary automated content recognition data — data on which ads and what content are being shown on each screen — will be integrated within the DeepIntent Healthcare Marketing Platform. Along with exclusive, priority access to LG Ads Solutions’ highly coveted inventory, this will improve advertisers’ ability to reach healthcare provider (HCP) and patient cord-cutter audiences.

Our partnership gives LG Ads Solutions clients access to our expertise in programmatic CTV and state-of-the-art targeting, planning, activation, optimization, and measurement tools through the DeepIntent Healthcare Marketing Platform. This will help them improve campaign performance and scale as well as script performance and audience quality with DeepIntent Outcomes™.

The Diffusion Group estimates that within five years, the number of broadband-only homes will jump 42% to 54 million. As content consumption increasingly happens in digital formats, advertisers are excited to reach HCPs and patient audiences in a more relevant, personalized way, while optimizing and measuring campaign performance quicker and more accurately.

DeepIntent’s data and DSP, and LG Ads Solutions’ media and content are the winning combination for making that happen. For the first time on a programmatic platform, advertisers will be able to demonstrate the lift and incremental patient population reached right down to specific households, while also linking that to performance differentiated between linear TV and CTV campaigns.

Looking Ahead

I hear it from clients, I hear it from pharma brands directly: Everyone is planning to increase their CTV media. We’re giving them the ability to do so measurably with better addressability and targeting. My prediction is that pharma investments are going to supersede the industry-wide trends with even faster acceleration for share shift. I believe we’ll see pharma embrace CTV more wholeheartedly in part because of the tools and platforms we’ve created, and partnerships like that with LG Ads — the first of many.

As CEO, I find this partnership particularly exciting because it validates our CTV strategy and predictions. There’s a shift happening, and DeepIntent and LG Ads Solutions are working together to help our clients navigate it and harness the strengths of CTV ads, which are more relevant and drive better ROI while also helping deliver better patient outcomes.

 

 

Awards shows are often thought of as ‘rental audiences’ or audiences that are unlikely to regularly tune into award show networks. However, in 2020, 86% of the MTV VMA audience had tuned into MTV or MTV2 in the previous 30 days. When broadened to include all Viacom networks, that proportion grew to 98%.

LG Ads Viacom Network Logos
In fact, the VMA audience is much more likely to tune into Viacom networks than other TV audiences — The VMA audience is 160% more likely to watch MTV2, 100% more likely to watch LOGO, 90% more likely to watch BET Her, CMT, and MTV.

As with other event television on linear networks, the VMAs also drive future tune-in. 47% of new viewers (who had not watched MTV or MTV2 in 30 days prior to the VMAs) tuned in to one of the 2 networks in the 30 days following the awards show. The awards show also drove 13.5% new audiences to the event i.e. audiences who hadn’t watched the network on which the show aired in the previous 30 days, tuned into the network for the awards show.

Audience Insights from the 2020 VMAs:

Where else can MTV VMA audiences be found across the TV universe? We dug into the data and found that Games & Reality Shows, Movies and Comedy are the most watched TV genres by MTV VMA viewers. The graph below shows the total overlap percentage of the VMA audience with show genres.

LGAds MTV VMAs Genre Overlap

The 2020 VMA audience especially over-indexed for Ridiculousness (MTV – Music Television), NBA Basketball (TNT) and Law & Order: Special Victims Unit (USA Network), making these shows the most watched cable shows for the VMAs audience segment. MTV – Music Television, TNT, TBS, Paramount Network were the most watched cable networks by the MTV VMA audiences.

While award show audience numbers have fallen steeply, these shows add value to the networks they air on as they bring in new audiences who stay on the network much beyond the duration of the show.

Partner with us to learn more about award show audiences, where else they can be found across the TV and digital landscape, and more. To learn about viewing trends for award shows including the Academy Awards, Golden Globes and Grammys check out our report here.


For information on how to target audiences across linear TV, CTV & digital and optimize for reach and frequency, contact us at contact@lgads.tv.

 

The 93rd Academy Awards were held last night at the Dolby Theatre in Hollywood, as well as the Union Station in Los Angeles. Director Steven Soderbergh took a fresh if risky approach to the annual event, which like other recent awards shows, failed to draw a big audience, with tune-in down drastically compared to 2020.  Several factors, especially the most obvious one (the pandemic), the lack of traditional box-office releases and associated buzz, and the related lack of awareness, contributed to this precipitous fall in viewership.

Major Decline in Tune-In

oscars viewership

In spite of the new format, the Oscars were poorly watched. With the usual engaging movie clips missing and replaced by running commentary, audiences had a hard time keeping their eyes on the screen. As a result, tune-in was down by 56% from 2020, according to LG Ads data.

ABC retained only a third of viewers for post-Oscars coverage

 

the oscars

With lower than usual tune-in, ABC managed to hold onto only 33% of its audience. The remaining audience primarily switched to local news and other programming on NBC and CBS, and SportsCenter on ESPN.

Sunday tune-in nearly doubles, despite a lower overall turnout

oscars tune in
While tune-in was low for an event as highly regarded as the Oscars, it drew in a larger crowd as compared to a regular Sunday with no special event. Active tune-in was at 24% of the overall TV viewing audience, compared to the average for the past three weeks of about 12%.

ABC’s ad inventory sold out a week before the event, meaning that despite concerns  of lower tune-in, brands continued to pull out the big bucks for a seat at the table.

With Nomadland bagging Best Picture, Frances McDormand taking home an award for Best Actress and veteran Anthony Hopkins, winning Best Actor, the Oscars were definitely not predictable and did keep the anticipation going. However, audiences fumed over Chadwick Boseman losing Best Actor to Anthony Hopkins as well as the change in the traditional sequence of awards, with Best Picture being awarded before Best Actress and Best Actor. The Oscars 2021 seem to have left a lot to be desired and we hope that the viewership of this ceremony doesn’t serve as precedent for next year.

One of the first (hybrid) in-person award ceremonies in the last year, the 63rd annual GRAMMY Awards was expected to be the talk of the town. Hosted by comedian Trevor Noah, this year’s highly anticipated award show took place at the Los Angeles Convention Center on March 14. As with the Golden Globes, viewership for the GRAMMYs was much lower than expected, with 36% fewer households tuned in compared to the previous year.

It may have been a big night for Beyonce who set a new record for the most GRAMMYs won by a woman and Taylor Swift who won ‘Album of the Year’ for the third time, but the awards show took a hit this year with an audience only two-third the size of last year’s event.

However, in terms of tune-ins, the GRAMMYs had the highest share of voice at 9.55% during the three and a half hour time-slot.

Talent Shows Competed the Most for SOV

grammys final

The GRAMMYs followed a similar pattern as the Golden Globes, battling it out with the same shows including ABC’s American Idol, ESPN’s NBA Basketball and Fox News Channel’s Life, Liberty and Levin for share of voice.

The GRAMMYs anchored the evening for CBS

Almost two-thirds of the GRAMMYs audience (62%) turned off the TV after the show. The network held onto only 21% of its audience for its local stations when the broadcast ended.

grammys audience flow

Are award shows no longer exciting to viewers?

Pandemic era zoom shows have typically performed poorly and a low GRAMMYs tune-in was expected. However, the GRAMMYs were telecast live from LA, studded with incredible performances from Megan Thee Stallion and Harry Styles, great speeches and ‘hold-your-breath’ moments before the names of winners were announced.

The only way to know for sure if awards shows will live permanently in the pre-pandemic era is after the results from the Oscars come in – just about a month from now.