CMI Media Group Partners with Anoki on Industry-First Pharmaceutical Contextual CTV Advertising Campaign Across Both DTC and HCP Campaigns
CMI Media Group, a WPP healthcare marketing agency, has partnered with Anoki AI to launch the first-ever AI-powered contextual advertising campaign for pharmaceutical Connected Television (CTV) advertising, targeting both direct-to-consumer (DTC) and healthcare provider (HCP) audiences.
The partnership utilizes Anoki AI's ContextIQ technology, which analyzes CTV content at the scene level to match ads with relevant content and viewer engagement patterns. This collaboration aims to enhance pharmaceutical ad targeting precision while maintaining privacy compliance, going beyond traditional genre-based contextual advertising to deliver messages at optimal viewing moments.
CMI Media Group, un'agenzia di marketing sanitario di WPP, ha collaborato con Anoki AI per lanciare la prima campagna pubblicitaria contestuale alimentata da intelligenza artificiale per la pubblicità farmaceutica su Connected Television (CTV), rivolta sia ai consumatori diretti (DTC) che ai professionisti della salute (HCP).
La partnership utilizza la tecnologia ContextIQ di Anoki AI, che analizza i contenuti CTV a livello di scena per abbinare le pubblicità con contenuti pertinenti e schemi di coinvolgimento degli spettatori. Questa collaborazione mira a migliorare la precisione del targeting pubblicitario farmaceutico mantenendo la conformità alla privacy, superando la pubblicità contestuale tradizionale basata su generi per fornire messaggi nei momenti ottimali di visione.
CMI Media Group, una agencia de marketing sanitario de WPP, se ha asociado con Anoki AI para lanzar la primera campaña publicitaria contextual impulsada por IA para la publicidad farmacéutica en Connected Television (CTV), dirigida tanto a consumidores directos (DTC) como a proveedores de atención médica (HCP).
La asociación utiliza la tecnología ContextIQ de Anoki AI, que analiza el contenido de CTV a nivel de escena para emparejar anuncios con contenido relevante y patrones de compromiso de los espectadores. Esta colaboración tiene como objetivo mejorar la precisión del targeting publicitario farmacéutico mientras se mantiene la conformidad con la privacidad, superando la publicidad contextual tradicional basada en géneros para entregar mensajes en momentos óptimos de visualización.
CMI 미디어 그룹, WPP의 헬스케어 마케팅 에이전시가 Anoki AI와 협력하여 제약 분야의 Connected Television(CTV) 광고를 위한 최초의 인공지능 기반 맥락 광고 캠페인을 출시했습니다. 이 캠페인은 소비자 직접 판매(DTC)와 헬스케어 제공자(HCP) 모두를 타겟으로 하고 있습니다.
이번 파트너십은 Anoki AI의 ContextIQ 기술을 활용하여 CTV 콘텐츠를 장면 수준에서 분석하고 광고를 관련된 콘텐츠 및 시청자의 참여 패턴과 매칭합니다. 이 협업은 사생활 보호를 준수하면서 제약 광고 타겟팅의 정밀성을 향상시키고, 전통적인 장르 기반 맥락 광고를 넘어 최적의 시청 순간에 메시지를 전달하는 것을 목표로 하고 있습니다.
CMI Media Group, une agence de marketing de la santé de WPP, s'est associée à Anoki AI pour lancer la première campagne publicitaire contextuelle alimentée par l'IA pour la publicité pharmaceutique sur Connected Television (CTV), ciblant à la fois les consommateurs directs (DTC) et les professionnels de santé (HCP).
Ce partenariat utilise la technologie ContextIQ d'Anoki AI, qui analyse le contenu CTV au niveau des scènes pour associer des annonces à du contenu pertinent et à des modèles d'engagement des spectateurs. Cette collaboration vise à améliorer la précision du ciblage des publicités pharmaceutiques tout en respectant la conformité à la vie privée, en allant au-delà de la publicité contextuelle traditionnelle basée sur les genres pour diffuser des messages aux moments de visionnage optimaux.
CMI Media Group, eine Gesundheitsmarketing-Agentur von WPP, hat sich mit Anoki AI zusammengeschlossen, um die weltweit erste KI-gesteuerte kontextuelle Werbekampagne für pharmazeutische Connected Television (CTV) Werbung zu starten, die sowohl direkt an Verbraucher (DTC) als auch an Gesundheitsdienstleister (HCP) gerichtet ist.
Die Partnerschaft nutzt die ContextIQ-Technologie von Anoki AI, die CTV-Inhalte auf Szenenebene analysiert, um Anzeigen mit relevanten Inhalten und Zuschauerengagement-Mustern abzugleichen. Diese Zusammenarbeit zielt darauf ab, die Präzision der Zielgruppenansprache in der Pharmawerbung zu verbessern, während die Datenschutzbestimmungen eingehalten werden. Dabei wird über die traditionelle genrebasierte kontextuelle Werbung hinausgegangen, um Nachrichten in den optimalen Sehzeiten zu übermitteln.
- First-mover advantage in implementing AI-powered contextual advertising for pharmaceutical CTV campaigns
- Enhanced targeting capabilities through scene-level content analysis
- Improved campaign performance potential through better ad placement timing
- None.
Insights
This partnership between CMI Media Group and Anoki AI represents a strategic shift in pharmaceutical advertising but has minimal immediate financial impact for WPP. While innovative in combining AI-powered contextual advertising for both DTC and HCP campaigns, the revenue contribution to WPP's
The technology advancement could provide WPP's healthcare division with a competitive edge in pharmaceutical advertising, particularly as privacy regulations tighten and cookie-based targeting becomes obsolete. However, the real value proposition depends on successful implementation and measurable improvements in campaign performance metrics, which are not yet demonstrated.
Anoki AI's ContextIQ technology represents a significant technical advancement in pharmaceutical advertising. The multi-modal AI analysis at the scene level goes beyond traditional contextual advertising by creating more precise targeting opportunities. This sophisticated approach could potentially increase engagement rates and ROI for pharmaceutical campaigns.
However, the technology's effectiveness in driving measurable business outcomes remains to be proven at scale. While the innovation is noteworthy, similar AI-powered advertising solutions have shown mixed results in real-world applications. The success will largely depend on the accuracy of scene-level analysis and the ability to maintain performance across diverse content types.
Partnership marks first agency deployment of AI-powered, scene-level contextual advertising for both DTC and HCP CTV pharmaceutical campaigns
The partnership addresses a critical challenge in healthcare marketing: delivering highly relevant content to specific audiences at the right time - and at scale. Through advanced AI solutions offered by Anoki AI's ContextIQ, CMI Media Group can now precisely target audiences during contextually relevant moments, maximizing campaign effectiveness while complying with privacy regulations.
"As the first agency to implement ContextIQ across both DTC and HCP campaigns, we're setting a new standard for healthcare advertising," said Justin Freid, Chief Media & Innovation Officer, CMI Media Group. "This partnership enables us to deliver pharmaceutical messaging at the most impactful moments, while maintaining the privacy standards our clients need."
Anoki AI's ContextIQ technology uses multi-modal AI to analyze CTV content at the scene level to match ads based on highly relevant content and viewer engagement patterns. Going beyond basic genre-based contextual advertising, this sophisticated approach ensures healthcare messages reach their intended audiences during optimal viewing moments, enhancing both campaign performance and viewer experience.
"Healthcare marketing requires a delicate balance of precision, privacy, and impact," said Raghu Kodige, Co-Founder and CEO of Anoki AI. "Our partnership with CMI Media Group demonstrates how AI can transform healthcare advertising by creating a better user experience for both healthcare professionals and consumers."
The collaboration represents a significant advancement in healthcare marketing, offering:
- Precise audience targeting for both HCP and DTC campaigns
- Privacy-compliant engagement strategies
- AI-powered contextual advertising
- Enhanced campaign performance metrics
Healthcare brands working with CMI Media Group can now leverage these advanced capabilities to create more effective, targeted campaigns while maintaining compliance with industry regulations.
About Anoki AI
Anoki AI is a pioneering AI company revolutionizing the world of connected TV (CTV), from content discovery to advertising and engagement. Anoki AI empowers content partners, CTV platforms, and advertisers to connect with their target audiences with unparalleled precision for maximum impact. Our suite of innovative solutions - Live TVx (AI-enhanced native FAST service), ContextIQ (AI-powered contextual CTV advertising), and AdMagic (GenAI for video ad creation and personalization) - harnesses the power of cutting-edge AI to deliver hyper-personalized viewing experiences that seamlessly integrate high-quality content and contextually relevant and dynamically customized ads that resonate deeply with viewers. Learn more at anoki.ai.
About CMI Media Group
CMI Media Group, a WPP company (NYSE: WPP, http://www.wpp.com), is a full-service media agency focused solely on health, wellness, and pharmaceutical marketing. CMI Media Group’s core offerings include Audience Strategy, Planning, Development, and Insights; Data and Analytics; Buying and Investment; and Direct Response and Customer Experience. As the leading media resource for the world’s top healthcare companies, CMI Media Group brings together leading technology, data, and talent to deliver seamless capabilities for clients. CMI Media Group has been recognized as a leader in DE&I, talent retention and employee development as well as one of the industry’s best places to work. To apply for a position within our teams visit https://www.cmimediagroup.com/careers
View source version on businesswire.com: https://www.businesswire.com/news/home/20241217363538/en/
Source: Anoki AI
FAQ
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