CMI Media Group’s pharmaceutical ads that play via streaming services are about to get a lot smarter.
The WPP health-focused media agency has teamed up with Anoki AI, a developer of artificial intelligence tools designed to improve the connected TV viewing experience, to integrate Anoki’s AI into CMI’s consumer- and healthcare-provider-facing pharma ads.
According to their Tuesday announcement, the partnership is focused specifically on ContextIQ, an Anoki tool that uses AI to analyze whatever a viewer is watching on connected TV to improve ad targeting and better match ad content with the subject matter of the chosen show or movie.
An example on Anoki’s website highlights the disconnect that may occur if, immediately after a scene in “Good Will Hunting” in which Ben Affleck’s character walks into a bar and orders “a pitcher of the finest lager in the house,” a commercial for Pampers diapers begins. In contrast, ContextIQ is shown rapidly analyzing every element of the film scene to then queue up a particularly on-the-nose ad for Samuel Adams’ Boston Lager instead.
Adding the AI technology into CMI’s direct-to-consumer and healthcare provider connected TV campaigns will therefore increase the chances that a pharma ad is placed next to related or relevant content, reaching viewers “when they are primed and ready to engage,” as Anoki explains it.
The company claims its technology offers better and more precise audience targeting than traditional genre-based ad matching while also reducing incidents in which an ad is placed next to inappropriate content, potentially marring a brand’s reputation.
“As the first agency to implement ContextIQ across both DTC and HCP campaigns, we’re setting a new standard for healthcare advertising,” Justin Freid, CMI’s chief media and innovation officer, said in the announcement. “This partnership enables us to deliver pharmaceutical messaging at the most impactful moments, while maintaining the privacy standards our clients need.”
Anoki has positioned its technology as “privacy-focused” and “future-proof” thanks to its focus on the content of whatever a viewer is watching rather than any data about the viewer themselves.
Another clip on the Anoki website, for example, spotlights the tool’s context-matching search function by showing how a Burger King ad could be directed not toward a specific demographic, but to anyone watching a movie that includes a close-up shot of a burger—a sharp contrast to traditional thinking about pharma ad targeting that attempts to direct marketing materials about a condition or drug to people whose demographics most closely match up with that condition.
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