02 Apr Straight to video: programmatic video advertising for healthcare marketing

Roger’s wife has complained about his snoring for months. At her urging, he visits his doctor and is diagnosed with sleep apnea. He wants to learn more, so he visits various websites. That night, he and his wife stream The White Lotus. Before the show begins, an ad promotes a CPAP (continuous positive airway pressure) machine for managing sleep apnea.

That’s programmatic video advertising in action.

Programmatic healthcare video ads are an incredibly effective format for attracting viewers with relevant, engaging, easy-to-understand healthcare content.

That’s why, in 2024, US advertisers spent $85 billion on digital video ads. By comparison, $59 billion was spent on traditional TV advertising.

Precise AI-driven ad targeting

Programmatic video advertising involves precisely targeting specific audiences by analyzing their internet behavior, interests, geographic location, and demographics.

Using artificial intelligence, ad content, placement, and timing are automatically optimized to reach people on their mobile or desktop devices at work, at home, at conferences, and elsewhere.

Automating the buying and selling of online ad space in real time simplifies, streamlines, and speeds the entire process.

Programmatic video advertising is also versatile and can be used on various digital platforms, including websites, social media, video streaming services, and mobile applications.

So your audience sees the right message at the right time in the right location—meaning greater ROI (return on investment)!

Higher conversion rates, more leads

In addition to building brand awareness and reaching a wider, more targeted audience, video ads are valuable tools for increasing conversion rates and generating qualified leads. The stats speak for themselves:

•  Video ads have a conversion rate of nearly 5%

•  People are 27 times more likely to click-through online video ads than standard banner ads

•  64-85% of people are more likely to buy a product or service after watching a video ad compared to seeing a static ad

•  90% of marketers say video ads generate leads

•  87% say video ads increase sales

Now streaming on a screen near you (on your desk or in your pocket)

Programmatic video ads are delivered across numerous and widely accessible platforms:

•  Streaming services delivered by connected TV (CTV) and over-the-top TV (OTT)

•  Traditional TV (also called linear TV)

•  Web browsers on laptops, desktops, or mobile devices

•  Social media sites

•  Mobile apps

Communicate your message in a variety of formats

•  Instream ads accompany video content: before (known as pre-roll ads), during (mid-roll ads), or after (post-roll ads). These can be skippable or not and vary in length.

•  Outstream ads appear in non-video environments such as digital articles, social media pages, or news feeds. They play when the viewer scrolls over them.

•  Bumper ads are brief, 6 seconds or less—and non-skippable to communicate quickly and impactfully. They are often used to build brand awareness.

•  Interactive ads allow viewers to engage by clicking a link or completing a survey. These ads typically have high engagement and conversion rates.

•  Shoppable ads allow viewers to do just that: buy products directly from the ad. A great way to increase conversions and sales.

•  AR and VR ads employ augmented reality (AR) and virtual reality (VR) technology to create a memorable immersive viewer experience.

•  In-banner ads play automatically inside a banner ad without sound and often in a loop.

•  In-game ads appear on gaming apps.

•  Rewarded ads offer players in-game bonuses for watching video ads. Players appreciate the reward, so these ads are an excellent way to build esteem for your brand.

The multiple benefits of video advertising

Beyond precisely targeting your audience, programmatic video advertising delivers many more important advantages.

Communicate efficiently

For patients and caregivers, medical topics can be confusing and intimidating. Using video to tell your story helps them better understand their condition and your product or service. The ads can also feature CTA buttons that direct them to more information.

Make it personal

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.

Care to share

Video ads are shareable, and many people love to share them. Most streaming services have “share” buttons, which helps increase your reach and brand awareness.

Keep it cost-effective

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

Measure success in real time

With programmatic video advertising, many metrics—completion rates, click-through rates (CTR), conversions—are available in real time. So you can quickly gauge the effectiveness of your campaign and make any changes if needed.

The future looks brilliant

The technology behind programmatic video advertising will surely continue to evolve and improve. In the future, expect innovations in AI-driven personalization, smarter targeting, even more interactive video formats, plus seamless cross-device experiences.

For healthcare marketers who embrace programmatic video advertising, the future is brilliant indeed!

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

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

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

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