Connected TV/streaming and generative AI (GenAI) are the priority consumer trends for healthcare and pharmaceutical marketers, new research has found. Mediaocean’s 2024 Pharmaceutical and Healthcare Advertising Outlook Report, which surveyed leading pharma and healthcare marketing industry professionals, found that 59% viewed CTV/streaming as the most important consumer trend. Health businesses look to be elevating their advertising strategies by delivering engaging commercial messages and innovative ad formats, serving their consumers more personalised content. GenAI (52%) followed closely behind in the poll, demonstrating that the hype around ChatGPT and large language models (LLMs) is still growing and is now being closely followed by advertisers. The research also explored how GenAI is predominantly being used by healthcare marketers, with data analysis (35%) leading … Continue reading Health marketers see CTV/Streaming and GenAI as top trends, research finds