Pharmaceutical clients can target with TV at household level
Addressable advertising might be the right prescription for pharmaceutical advertisers.
Modi Media, the advanced television unit of media buying giant GroupM, has made a deal with Medicx Media Solutions, a source of drug and health data, which will enable clients to surgically target consumers and help them cure what ails them.
Addressable television lets advertisers send the messages to individual households. About half the country is now served by TV providers who can deliver addressable ads. Modi expects that to go up to 60% by the end of the year as Time Warner Cable, Charter Communications and Cox Cable get into the act.
Read full story at Broadcasting & Cable