CMI Media Group Taps KERV Interactive Technology to Launch ‘Video Attention’ Metrics for Pharmaceutical Advertising
KERV Interactive and CMI Media Group, part of WPP, announced a new partnership to launch video attention metrics for pharmaceutical advertising. This partnership will allow CMI's pharmaceutical clients to use KERV's AI-powered video analysis and interactive ad technology to enhance engagement and optimize performance. Key features include KERV's Active Attention Index, which offers over 20 metrics such as interactions, hovers, clicks, and conversions. This technology aims to improve audience engagement, regulatory compliance, and campaign efficiency. CMI Media Group is the first to offer such detailed video creative insights in the pharmaceutical industry.
- Partnership between KERV and CMI Media Group to enhance pharmaceutical advertising.
- Introduction of KERV's AI-powered video analysis and interactive ad technology.
- CMI clients gain access to KERV’s Active Attention Index, providing over 20 key metrics.
- Enhanced engagement and optimization of video advertising campaigns.
- Improved audience engagement with both consumers and healthcare professionals.
- CMI becomes the first media agency to offer detailed video creative insights to pharmaceutical clients.
- No financial data or impact on stock prices mentioned.
- Potential high costs associated with implementing new AI-powered technology.
- Uncertainty about the effectiveness of new metrics in real-world applications.
Insights
The integration of KERV's AI-powered technology with CMI Media Group's pharmaceutical advertising efforts represents a significant advancement in the realm of digital marketing for the healthcare sector. By leveraging advanced video attention metrics, pharmaceutical companies can gain deeper insights into what captures their audience's attention. This allows for more targeted and effective advertising campaigns, potentially leading to better conversion rates and higher engagement levels. In the short term, this collaboration is likely to provide a competitive edge to CMI Media Group's clients, enabling them to optimize their marketing strategies efficiently. In the long term, the adoption of such technology could set new standards for the industry, influencing how digital advertising is approached within the pharmaceutical sector.
KERV's AI-driven platform offers a sophisticated method for analyzing viewer engagement through the 'Active Attention Index.' This metric goes beyond traditional click-through rates by measuring interactions like hovers, clicks and time spent on scenes, providing a granular view of user behavior. This level of detail can be particularly beneficial for pharmaceutical companies, where understanding the nuances of audience engagement is important for compliance and educational purposes. Additionally, the use of AI to streamline the creative and approval process ensures that content adheres to legal standards while still being compelling. This dual focus on compliance and engagement is a noteworthy benefit, considering the stringent regulatory environment in the pharmaceutical industry.
From a financial perspective, the partnership could lead to better ROI for CMI Media Group's clients by providing more effective targeting and higher engagement rates. The ability to measure 20+ key metrics offers advertisers a comprehensive understanding of campaign performance, which in turn can inform budget allocation and strategy adjustments. The potential for increased conversions and engagement could translate to higher revenue for pharmaceutical companies, making this a financially sound move. However, it's important to monitor how quickly and effectively these new capabilities are adopted, as the initial implementation phase may present costs and challenges that could impact short-term financial performance.
This pharma-first partnership gives CMI clients automated and efficient paths to navigate the complexities of audience engagement and regulatory compliance while turning static videos into interactive, immersive stories to engage both consumer and HCP audiences.
With the added reporting and optimization capability of KERV’s “Active Attention Index,” which measures the quality of deterministic user actions and true intent as they engage with KERV-powered online videos. CMI is the first media agency to provide pharmaceutical industry clients granular yet comprehensive insights into the video creative elements that drive audience engagement and inform optimal campaign performance.
CMI clients can now access:
- KERV’s AI platform, which simplifies and automates the creative creation and approval process and ensures adherence with content nuances and legal parameters at scale.
- A simple, fast, and efficient path to a curated supply of KERV’s interactive creative ad inventory allowing them to deliver highly engaging, educational or conversion-based campaigns across online video, display, and CTV, capturing viewers on all screens.
- Enhanced reporting through KERV’s Active Attention Index. Buyers can access 20+ key metrics – including interactions, hovers, clicks, scene saves, conversions and time spent – to target and optimize campaigns towards qualified audience segments that are leaned-in and spending time interacting with a brand’s video.
“By integrating precision targeting, advanced automation capabilities, cutting-edge interactive units, and enhanced attention-based video optimizations, we will set new benchmarks for excellence in pharmaceutical marketing,” said Toby Katcher, SVP of Video Investment, CMI Media Group. “Together, we are charting a path towards greater efficiency, effectiveness, and impact in the ever-evolving healthcare landscape.”
“The ability to tap into automation technology to streamline the communication of vital information within the healthcare sector is a game-changer,” said Jay Wolff, Chief Revenue Officer at KERV Interactive. “By harnessing the power of KERV technology combined with CMI’s deep healthcare industry expertise, we can enhance the effectiveness of video advertising campaigns while ensuring that compliance, consumer engagement and scaled performance are not mutually exclusive.”
About KERV
KERV Interactive is the leader in AI-powered video analysis, performance and monetization. Using patented recognition and correlation technology, our pixel-edge technology captures metadata across every frame in any video, allowing us to identify, analyze and match objects with contextually relevant advertising experiences. These immersive and shoppable solutions empower consumers to learn, explore, and transact through dynamic video, creating deeper relationships and real business outcomes for the world's leading brands and publishers.
For more information, please visit www.kerv.ai.
About CMI Media Group
CMI Media Group, a WPP company (NYSE: WPP, http://www.wpp.com), is a full-service global 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.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240612165620/en/
Beth Pyne
beth@salientmg.com
(908) 868-6125
Source: KERV Interactive
FAQ
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