{"id":28827,"date":"2022-04-01T13:18:56","date_gmt":"2022-04-01T13:18:56","guid":{"rendered":"https:\/\/digitalhealthcoalition.org\/?page_id=28827"},"modified":"2022-04-02T18:45:49","modified_gmt":"2022-04-02T18:45:49","slug":"connected-tv-roundtable-march-2022","status":"publish","type":"page","link":"https:\/\/digitalhealthcoalition.org\/?page_id=28827","title":{"rendered":"Interview: Connected TV Roundtable &#8211; March 2022"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"28827\" class=\"elementor elementor-28827\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-28c8105 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"28c8105\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fca27b3\" data-id=\"fca27b3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-44b40b2 elementor-widget elementor-widget-heading\" data-id=\"44b40b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h6 class=\"elementor-heading-title elementor-size-default\">INTERVIEW<\/h6>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-821f0a9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"821f0a9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7ad2eae\" data-id=\"7ad2eae\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8c0942e elementor-widget elementor-widget-heading\" data-id=\"8c0942e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Connected TV: Opportunities for Pharma Marketers Today<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fceeaee elementor-widget elementor-widget-heading\" data-id=\"fceeaee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Roundtable Discussion<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-282bfa7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"282bfa7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-1866ffd\" data-id=\"1866ffd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2baf343 elementor-view-default elementor-widget elementor-widget-icon\" data-id=\"2baf343\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-icon-wrapper\">\n\t\t\t<div class=\"elementor-icon\">\n\t\t\t<i aria-hidden=\"true\" class=\"far fa-calendar-alt\"><\/i>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-b653c70\" data-id=\"b653c70\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a062c27 elementor-widget elementor-widget-heading\" data-id=\"a062c27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">March 2022<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-4e742cb elementor-hidden-phone\" data-id=\"4e742cb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-124b75f elementor-widget elementor-widget-heading\" data-id=\"124b75f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">|<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-a4c543f\" data-id=\"a4c543f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-97a7444 elementor-widget elementor-widget-image\" data-id=\"97a7444\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/08\/christine-franklin-headshot-square-150x150.jpg\" class=\"attachment-thumbnail size-thumbnail wp-image-14517\" alt=\"christine franklin\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/08\/christine-franklin-headshot-square-150x150.jpg 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2020\/08\/christine-franklin-headshot-square.jpg 260w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-4f0322f\" data-id=\"4f0322f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d7d458 elementor-widget elementor-widget-text-editor\" data-id=\"1d7d458\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.linkedin.com\/in\/christine-franklin-b24916b\" target=\"_blank\" rel=\"noopener\"><strong>Christine Franklin<\/strong><\/a>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-99e1879\" data-id=\"99e1879\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-dcff128\" data-id=\"dcff128\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-64d02ac\" data-id=\"64d02ac\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-11 elementor-inner-column elementor-element elementor-element-a82de92\" data-id=\"a82de92\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-62419c5 elementor-section-height-min-height elementor-section-boxed elementor-section-height-default elementor-section-items-middle\" data-id=\"62419c5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-466dd85\" data-id=\"466dd85\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-029b684 elementor-widget elementor-widget-image\" data-id=\"029b684\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1280\" height=\"743\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/tv-g53ab6e991-1280.jpg\" class=\"attachment-full size-full wp-image-28874\" alt=\"connected tv\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/tv-g53ab6e991-1280.jpg 1280w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/tv-g53ab6e991-1280-300x174.jpg 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/tv-g53ab6e991-1280-1024x594.jpg 1024w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/tv-g53ab6e991-1280-600x348.jpg 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/tv-g53ab6e991-1280-768x446.jpg 768w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dee0371 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dee0371\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-43fd451\" data-id=\"43fd451\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6923022 elementor-widget elementor-widget-heading\" data-id=\"6923022\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Defining and Understanding Connected TV<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b520c75 elementor-widget elementor-widget-text-editor\" data-id=\"b520c75\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Earlier this week, the DHC Group gathered some of our industry\u2019s leading experts for a roundtable discussion on the topic, Connected TV, and some of the opportunities and challenges facing pharma marketers today. The live audience weighed in and participated with questions as our panelists further highlighted and addressed where there\u2019s alignment and need for education around Connected TV.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-63f58a7 elementor-widget elementor-widget-button\" data-id=\"63f58a7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"#roundtable\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Watch Roundtable Now<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-259c2e6 elementor-widget elementor-widget-heading\" data-id=\"259c2e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Let\u2019s meet our experts: <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-70a4236 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"70a4236\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-14d3445\" data-id=\"14d3445\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34b8c6a elementor-widget elementor-widget-image\" data-id=\"34b8c6a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28830\" alt=\"Kurstin MR\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR.png 395w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-ce2947d\" data-id=\"ce2947d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-130653d elementor-widget elementor-widget-text-editor\" data-id=\"130653d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<strong><span style=\"color: #4054b2;\">Kurstin Mendez-Rodriguez<\/span><\/strong><br\/>\n<strong>Reach &#038; CTV Sector Lead<\/strong><br \/>YouTube\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-53fa2d1\" data-id=\"53fa2d1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-63974a4 elementor-widget elementor-widget-image\" data-id=\"63974a4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28832\" alt=\"Andrew Miller\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-600x601.png 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller.png 637w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-3bb1c81\" data-id=\"3bb1c81\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a5bba7f elementor-widget elementor-widget-text-editor\" data-id=\"a5bba7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<strong><span style=\"color: #4054b2;\">Andrew Miller<\/span><\/strong><br \/>\n<strong>EVP, Digital Activation<\/strong><br \/> CMI Media Group\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-dcd6720\" data-id=\"dcd6720\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-19ad0d9 elementor-widget elementor-widget-image\" data-id=\"19ad0d9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28831\" alt=\"Erica Hawthorne\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-600x601.png 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-768x769.png 768w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne.png 794w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-1880331\" data-id=\"1880331\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5c7cd39 elementor-widget elementor-widget-text-editor\" data-id=\"5c7cd39\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<strong><span style=\"color: #4054b2;\">Erica Hawthorne<\/span><\/strong><br \/><strong>Executive Director<\/strong><br \/>Bayer Pharmaceuticals\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-4a2b6e3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4a2b6e3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-bd5739a\" data-id=\"bd5739a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-dd47c85 elementor-widget elementor-widget-image\" data-id=\"dd47c85\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/BrendanMcHenry-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28833\" alt=\"Brendan McHenry\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/BrendanMcHenry-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/BrendanMcHenry-298x300.png 298w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/BrendanMcHenry-600x605.png 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/BrendanMcHenry-768x774.png 768w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/BrendanMcHenry.png 791w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-f193932\" data-id=\"f193932\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f32341b elementor-widget elementor-widget-text-editor\" data-id=\"f32341b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<strong><span style=\"color: #4054b2;\">Brendan McHenry<\/span><\/strong><br \/>\n<strong>SVP, Strategy<\/strong><br \/> Healthline Media \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-d41e1ba\" data-id=\"d41e1ba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-069e204 elementor-widget elementor-widget-image\" data-id=\"069e204\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28829\" alt=\"Hart Mechlin\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin.png 397w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-a46c5ce\" data-id=\"a46c5ce\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9d0f3e7 elementor-widget elementor-widget-text-editor\" data-id=\"9d0f3e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<strong><span style=\"color: #4054b2;\">Hart Mechlin<\/span><\/strong><br \/>\n<strong>Senior Manager<\/strong><br \/>Veeva Systems\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-a6bf053\" data-id=\"a6bf053\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-527a02d elementor-hidden-mobile\" data-id=\"527a02d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-76cf111 elementor-widget elementor-widget-spacer\" data-id=\"76cf111\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9fc20 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9fc20\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7e7d336\" data-id=\"7e7d336\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7b07653 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"7b07653\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-421d843 elementor-widget elementor-widget-text-editor\" data-id=\"421d843\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tBefore offering a summary of the conversation, we have asked our experts to offer their definition of this thing we refer to as \u201cConnected TV.\u201d  As a rapidly exploding digital advertising channel for pharma marketers, there is a still-evolving consensus on what terms like Connected TV (CTV),  Over-The-Top (OTT) and  Subscription-based Video-on-Demand (SVoD) include. \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2eee040 elementor-widget elementor-widget-heading\" data-id=\"2eee040\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">\u201cConnected TV\u201d according to\u2026 <\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-69d9a8a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"69d9a8a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-1fba035\" data-id=\"1fba035\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e966553 elementor-widget elementor-widget-image\" data-id=\"e966553\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28832\" alt=\"Andrew Miller\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller-600x601.png 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/AndrewMiller.png 637w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-cc08e47\" data-id=\"cc08e47\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-258b800 elementor-widget elementor-widget-heading\" data-id=\"258b800\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Andrew Miller<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5398122 elementor-widget elementor-widget-text-editor\" data-id=\"5398122\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><strong>CTV<\/strong> \u2013 A device that can be connected to or that is embedded to a TV that supports internet connected video content streaming<\/li><li><strong>CTV Advertising<\/strong> \u2013 Marketing communication targeting audiences watching video content on smart TVs and OTT (Over-the-Top) or SVoD (Subscription-based Video-on-Demand) supported devices<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-49551d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"49551d6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-4fc9080\" data-id=\"4fc9080\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-141ff22 elementor-widget elementor-widget-image\" data-id=\"141ff22\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28829\" alt=\"Hart Mechlin\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/HartMechlin.png 397w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-866729b\" data-id=\"866729b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0e57cd3 elementor-widget elementor-widget-heading\" data-id=\"0e57cd3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Hart Mechlin<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed5b5ec elementor-widget elementor-widget-text-editor\" data-id=\"ed5b5ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>I would endorse the IAB definition of Connected TV as <em><strong>&#8220;Video content consumed on a TV screen, delivered via an internet connection.\u201d<\/strong><\/em> This definition would exclude &#8220;OTT&#8221; video content consumed on non-TV devices. Veeva Crossix would also likely exclude POC screens from this definition, as media consumed at the point of care typically entails different content, context and measurement methodology.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-336ef3f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"336ef3f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-b34c5d1\" data-id=\"b34c5d1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ce64829 elementor-widget elementor-widget-image\" data-id=\"ce64829\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28830\" alt=\"Kurstin MR\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/KurstinMR.png 395w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c2da817\" data-id=\"c2da817\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4f083a8 elementor-widget elementor-widget-heading\" data-id=\"4f083a8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Kurstin Mendez-Rodriguez<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4936658 elementor-widget elementor-widget-text-editor\" data-id=\"4936658\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>OTT and CTV are often used interchangeably in the industry. The easiest way to think about it is \u201cOTT\u201d is for content. \u201cCTV\u201d is the device.\u00a0 And a more detailed overview:<\/p><ul><li><strong>OTT<\/strong> \u2013 TV content delivered \u201cover the top\u201d means it can be viewed on desktop, mobile, streaming devices, smart TVs, etc. and is typically bought as a publisher app across environments and devices.<\/li><li><strong>Connected TV<\/strong> \u2013 The device on which OTT is delivered; referring to the group of streaming devices, smart TVs, gaming consoles, etc. and is typically bought as a publisher app across devices or a specific device (e.g. Roku).<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6c9c479 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9c479\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-eaa60b5\" data-id=\"eaa60b5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c0a6248 elementor-widget elementor-widget-image\" data-id=\"c0a6248\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-28831\" alt=\"Erica Hawthorne\" srcset=\"https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-150x150.png 150w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-300x300.png 300w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-600x601.png 600w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne-768x769.png 768w, https:\/\/digitalhealthcoalition.org\/wp-content\/uploads\/2022\/03\/EricaHawthorne.png 794w\" sizes=\"(max-width: 150px) 100vw, 150px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-aca3ab0\" data-id=\"aca3ab0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-06ebeb0 elementor-widget elementor-widget-heading\" data-id=\"06ebeb0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Erica Hawthorne<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4ff9a82 elementor-widget elementor-widget-text-editor\" data-id=\"4ff9a82\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Connected TV is a device that allows a user to watch over the top television (OTT) which can be accessed using an internet connection.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-16ef68f elementor-widget elementor-widget-heading\" data-id=\"16ef68f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Connected TV: A Billion Dollar Industry<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b69642 elementor-widget elementor-widget-text-editor\" data-id=\"8b69642\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>As the diversity in those responses demonstrate, there\u2019s still some consolidation to be achieved on the language, but that shouldn\u2019t discourage marketers from building their expertise on the topic. As Andrew Miller framed up front \u201cconnected TV is one of the fastest growing digital advertising channels for brands and marketers who&#8217;s spend projected to reach close to 30 billion by 2025.\u201d Kurstin Mendez-Rodriguez noted that from her perspective <em>\u201cif 2021 was the year of streaming first, <strong>then 2022 is the year of me stream<\/strong>\u201d<\/em>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9591ff0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9591ff0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e317117\" data-id=\"e317117\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f300e5 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2f300e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6154102 elementor-widget elementor-widget-heading\" data-id=\"6154102\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Connected TV Is All About the Individual User Experience<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ea8ed5 elementor-widget elementor-widget-text-editor\" data-id=\"2ea8ed5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Advertising in this channel requires a tailored and personalized message. Erica Hawthorne (Bayer) points to how Connected TV allows you to <em>\u201cfollow people, understand who they are and put the right thing in front of them to ease their way on that journey to treatment.\u201d<\/em> But the panelists agree that\u2019s only possible if the ad you deliver resonates with the viewer it reaches. This means creating ads that speak authentically to the viewer with consideration towards ethnicity, age (MYTH \u2013 Connected TV viewers are predominately a young audience), education, etc.<\/p>\n<p>Andrew Miller summarized the panel\u2019s thoughts on the importance of knowing your audience and including data from a variety of sources <em>\u201c[augment Connected TV with] tools like social listening where you&#8217;re getting a read on the audience interaction and how the message is being received, that becomes so powerful in terms of the data and insight to provide you. Not only do you need to shift or change your mindset for your current creative, but what needs to be considered for future creative, because you have that data coming in as a result of the audience and what they&#8217;re seeing.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-06c7efb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"06c7efb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-22b6ba4\" data-id=\"22b6ba4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d6800de elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"d6800de\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10354ce elementor-widget elementor-widget-heading\" data-id=\"10354ce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Data Targeting Opportunities and Boundaries<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5355853 elementor-widget elementor-widget-text-editor\" data-id=\"5355853\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>So, while Connected TV is obviously a targeted user experience, marketers also need to know that the targeting is happening responsibly. You can target programs, you can target a demo, etc. Targeting these different areas make that user experience more personal than it would be in a traditional linear buy. Fortunately, there are established privacy and safety considerations for the digital health space, particularly in endemic and particularly when leveraging data. Experts agree those guidelines are going to be the same for CTV. Generally, there will be certain categories where it is permissible to target, and there are going to be certain categories where it is not permissible to target using data. The important distinction highlighted by both Brendan McHenry (Healthline) and Hart Mechlin (Crossix) is that in other digital channels, a user\u2019s digital health experience is usually considered to be a one-person private personal experience.<\/p><p>CTV differs here, as often digital video content is viewed by multiple users (think sharing a YouTube video with friends, family, roommates etc). The privacy implications are real for what Hart calls <em>\u201cthe co-viewing experience.\u201d<\/em> Brendan notes that anytime data is passed from first parties to either intermediaries or third parties <em>\u201cyou need to make sure that all of that data hygiene and handling is incredibly tight and well handled.\u201d<\/em> Hart reassures marketers that the road here has already been paved <em>\u201cthere&#8217;s some great rules of the road that exist in primarily the digital space but specifically for targeting and for healthcare. Specifically the <a href=\"https:\/\/thenai.org\/accountability\/code-enforcement\/\" target=\"_blank\" rel=\"noopener\">network advertising initiative code of conduct<\/a>.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7293c23 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7293c23\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0c5ff8b\" data-id=\"0c5ff8b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e4461d3 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e4461d3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a848f68 elementor-widget elementor-widget-heading\" data-id=\"a848f68\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Creative: The Great Differentiator<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07620a9 elementor-widget elementor-widget-text-editor\" data-id=\"07620a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The experts were animated when discussing how the video creative landscape has been impacted by the expansion of Connected TV adoption. As we already noted, ads that speak directly and authentically to the targeted user are crucial, but it\u2019s more than using the right voice, actors, and language. YouTube ads are as short at 6 seconds, so the ideal CTV plan doesn\u2019t mean flipping a linear TV ad to the digital space. Rather, CTV creative should be a digital-first effort. Brendan McHenry explained <em>\u201cyou should look to digital first when you&#8217;re considering strategies for CTV, because they much more closely mimic that than they do anything that you&#8217;ve done in television.\u201d \u00a0<\/em>Andrew Miller detailed\u00a0&#8220;<em>the misconception is that you can just repurpose your linear TV creative on connected TV channels. You really need to make sure your creative is speaking to the audience in the venue that they&#8217;re seeing it.&#8221;<\/em>\u00a0<\/p><p>One the exciting implications, especially for smaller brands and manufacturers, is the opportunity to fit video in the budget even is traditional TV buys are out. This may mean creating a series of smaller or modular set of creative assets that can be used across the CTV journey to build a deeper connection with the viewer, something Kurstin Mendez-Rodrigues refers to as <em>\u201cthe heartbeat of connected TV.\u201d <\/em><\/p><p>Erica Hawthorne (Bayer) summarized her thoughts on this role of creative and connection with <em>\u201cI&#8217;m all about that connected journey, I&#8217;m all about it&#8217;s the right message at the right time to the right person\u2019. If I run video for awareness I might get 10 impressions, 90% brand recall. If I run display &#8211; 10 impressions, 10% brand recall. Who&#8217;s getting to the finish line first? There&#8217;s so much nuance in the creative and I think we have to think about all of that and not just slot creative in because it fits places, but be intentional about developing it for the placement, for the particular audience, for the particular time of day even sometimes, right? Everything matters. Nothing is off the table.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9ff7b83 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9ff7b83\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3eeec24\" data-id=\"3eeec24\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b7d98a2 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"b7d98a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e91434c elementor-widget elementor-widget-heading\" data-id=\"e91434c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Measuring to See If It Works<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-81dd23b elementor-widget elementor-widget-text-editor\" data-id=\"81dd23b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>The panel started discussing the measurement of Connected TV by dispelling the myth that CTV is hard to measure.<\/strong> Apparently this is a common misconception. A recent ANA survey recently cited inconsistent measurement as the biggest problem facing CTV according to almost 60% of respondents. Yet Hart Mechlin (Veeva Crossix) stresses they are seeing the exact opposite. Because the focus is on linking media exposure to authentic healthcare data to assess audience quality and post exposure health behaviors, Veeva cites CTV is among the most measurable channels in terms of being able to obtain record level data that can be matched to another data set. This is partly because so much of CTV happens in natively authenticated environments (Hulu, Roku etc) with strong first party data.<\/p><p>Erica Hawthorne (Bayer) agreed that Connected TV efforts are highly measurable when you ask the data the right questions at the right stages in the funnel. Kurstin Mendez-Rodriguez summarized <em>\u201cYou test and learn and you adapt and you optimize. So again, work with your vendors, work with your partners, work with your platforms because we&#8217;re all here, we&#8217;re all learning and CTV can really win for all of us.\u201d<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3dd3eb3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3dd3eb3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1bfdfc2\" data-id=\"1bfdfc2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-55f272e 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