Programmatic CTV advertising: a more precise way to connect with your target audience
Bryant Brown Healthcare details the unique advantages connected TV (CTV) offers healthcare marketers to reach audiences with meaningful content.
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Programmatic CTV advertising: a more precise way to connect with your target audience

The best healthcare marketers are always looking for ways to more precisely target their audience, deliver content of relevance, and ensure their ad dollars deliver maximum ROI.

That’s why programmatic connected TV (CTV) advertising is rapidly becoming an important component of many marketers’ promotional plans.

In fact, CTV ad spending in the US is estimated to reach nearly $35 billion by 2025.

Why? CTV works!

CTV eliminates the need for traditional cable and satellite connections

Connected TV users connect to the internet to stream their favorite movies, shows,  music, and other digital content—without the need for traditional cable or satellite connections.

Examples of CTV include smart TVs, gaming consoles (PlayStation, Xbox), and streaming devices like Apple TV, Roku, Google Chromecast, and Amazon Fire TV Stick. It’s estimated that more than 200 million Americans now use CTV devices.

CTV has revolutionized the way that people watch TV by making it more convenient and accessible.

Streaming has surpassed linear TV

“Streaming” is an umbrella term for CTV and over-the-top (OTT).

As with CTV, OTT viewers also connect to the internet. They pay to stream shows—no cable box or satellite service required.  Examples of OTT include Netflix, Hulu, Amazon Prime, Disney+, Peacock, YouTube TV, Tubi, Pluto TV, and Sling TV.

How big is the OTT audience? More than 60% of Americans have at least one OTT subscription.

In contrast, linear TV is traditional, old-school television showing broadcast or cable programs. The audience can still be relatively sizeable for certain “must-see TV” events but is it generally dwindling.

Here’s a simple way to differentiate between the three. Say you want to watch the TV show Abbott Elementary. If you use your Apple TV to watch it, that’s CTV. If you watch it over Netflix, that’s OTT. And if you watch it on ABC, that’s linear TV.

As more and more people “cut the cord” from linear TV, CTV, and OTT are becoming the preferred methods of consuming content and will likely dominate the market in the near future.

Programmatic CTV advertising automates ad planning, procurement, and placement

CTV ads are a form of digital programmatic advertising. Advertisers use automated software to plan, purchase, place, and optimize ads in real time.

CTV advertising involves targeting specific audiences by analyzing their behavior, interests, and demographics.

It uses artificial intelligence to optimize the ad content, placement, and timing to reach the right people at the right time with the right message… and in the right context – in this case, while they are consuming content via CTV.

Also, QR codes can be embedded in an ad, which direct people to targeted—and trackable—landing pages.

Any  device with an internet connection can be served a programmatic CTV ad.

Programmatic CTV ads make campaigns more precise and personalized

Precision targeting

Traditional linear TV advertising targets broad demographics. Programmatic CTV ads enable you to zero in on your audience. You can have confidence in the knowledge that your ads are reaching your target market.

Precision retargeting

After viewers see your ad on TV and visit your website or social media site, CTV can track and retarget them via desktop or mobile ads to extend the effectiveness of your ad’s performance.

Personalized messages

Because you know you’re precisely targeting your audience, you can craft ads that speak meaningfully to their needs. The result: higher click-through rates (CTRs) and conversions.


Programmatic CTV advertising eliminates wasteful spending on mass media buys. It also makes the process of ad buying far more streamlined.

Real-time optimization

With programmatic advertising, many metrics are available in real time. So you can quickly gauge the effectiveness of your campaign and make any changes if needed.

Proven ROI and measurable outcomes

Data-driven insights help you validate your campaigns and measure their impact. CTV replaces the guesswork of traditional advertising with accountability and precision.

Create a multichannel strategy

Integrate CTV ads into your full-funnel campaigns to create a persuasive, consistent story across multiple channels, keeping your product or service top of mind and further extending your reach.

Stay HIPAA-compliant

Working with third-party data DSPs (demand side platforms), you can reliably identify highly specific healthcare patient and provider audiences while maintaining HIPAA compliance.

Reach cord-cutters 

By 2025, it is forecast that up to 75% of US households will cut the cord from cable or satellite TV. Where will they be consuming content? CTV and OTT!

Put the power of programmatic CTV advertising to work for your brand

Targeted programmatic CTV advertising is the proven method to ensure your audience receives personalized ads with relevant messages that drive awareness and sales. With unparalleled efficiency and cost-effectiveness.

Bryant Brown Healthcare specializes in omnichannel healthcare marketing, including targeted programmatic advertising, to help brands connect with healthcare professionals and consumers.

Are you curious about the potential benefits of programmatic CTV advertising for your brand? Let’s have a video chat!



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