CMI Media Group says pharma is missing CTV’s halo effect
CMI Media Group's Jon Miller stated that pharmaceutical brands are not fully leveraging the "halo effect" of CTV advertising. He emphasized that CTV provides an environment similar to traditional TV while offering advanced targeting and measurement capabilities, urging pharma to integrate CTV into their media mix more strategically.
Key Takeaways
- Jon Miller said pharma brands are missing CTV’s “halo effect.”
- He described CTV as offering a TV-like environment plus advanced targeting and measurement.
- CMI Media Group is urging pharma to integrate CTV more strategically into its media mix.
Why It Matters
The immediate signal is that CTV is being framed as more than a standalone ad buy: Miller says pharma brands are leaving value on the table by not using it for its halo effect, targeting, and measurement. For the streaming ad stack, that reinforces CTV’s role as a premium brand channel that still offers digital controls. The article does not name specific pharma advertisers or buying changes, so the next concrete thing to watch is whether pharma media plans start reflecting CTV as a larger, more deliberate line item rather than an add-on.
Read full article at beet.tv
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