VivaKi、Publicis Health Media と提携しヘルスケア領域のプログラマティックバイイングの拡大へ
VivaKi, the global leader in programmatic and ad tech solutions, today announced that it is working with Publicis Health Media (PHM) to bring programmatic advertising to the pharmaceutical and healthcare sector and encourage adoption of this practice among health publishers and client companies. Combining VivaKi’s addressable media buying solution, Audience On Demand® (AOD), with PHM’s expertise, the custom solution addresses the unique needs of the vertical by layering in the processes needed to ensure compliance with federal regulations and patient privacy laws.
“eMarketer projects the health & pharmaceutical vertical will reach a digital ad spend of $1.61 billion in 2015, but programmatic adoption has been slow compared to other industries. We created our healthcare solution in partnership with Publicis Health Media to reach direct-to-consumer and Healthcare Professional audiences at scale and more accurately measure campaign performance,” said Doug Kofoid, President of Global Solutions at VivaKi. “AOD has provided Publicis Groupe agencies and clients with a centralized point of access for best-in-breed technology, inventory and data partnerships since 2008. Now, with the expertise of PHM, we have an industry-specific solution to meet the needs of pharma advertising.”
In addition to facilitating access to data, inventory and technology partners, AOD will augment its workflow with steps to identify and adhere to advertiser-specific medical, legal and regulatory policies and preferences for: collecting first-party data through remarketing pixels; targeting strategies such as third-party data prospecting; and adhering to industry-specific inventory requirements (Blacklists & Whitelists).
VivaKi will also leverage its proprietary VivaKi Verified process to ensure all partners are stringently vetted to meet brand safety, regulatory compliance and transparency standards.
“We constantly see new media products and offerings enter the space and find that most are not tailored to the health and wellness industry,” said Matt McNally, President of Publicis Health Media. “We pride ourselves on understanding healthcare and how to innovate in the space and connect publishers, pharma and health brands and consumers in ways that bring solutions to consumers in real-time while they are seeking support for specific health conditions.”
Three clients are expected to participate in the beta this year, which will test new targeting and technology capabilities specific to the pharmaceutical industry.
“We are excited to pilot a programmatic buying solution for our customers that was developed with pharma’s regulatory requirements in mind,” said Marie Casimir, Global Media Lead, Digital Strategy Group at AstraZeneca L.P. “We think being able to have messages offered to consumers and HCPs in real-time when they express interest in a particular condition or health need can be a valuable service to them.”
“We’re working with PHM and VivaKi to ensure that AOD Health’s programmatic access to our premium health and wellness properties drives insightful and impactful results for clients,” added Matt Spengler, Executive Director at Rodale Corporate Digital.
About VivaKi
Part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; CAC 40 index), the world’s third largest communications group, VivaKi was established in 2008 to propel the digital transformation and expertise of the Groupe and its agencies. Today, we are the global leader in digital advertising solutions, working with the world’s leading organizations to help them navigate the evolving and chaotic media landscape. Across the globe, VivaKi employs more than 400 engineers, technology experts, product designers, analysts and digital marketing professionals. Visit us online at www.vivaki.com or follow us on Facebook and Twitter.
About Publicis Health Media
Publicis Health Media (PHM) is the strategic media planning and buying agency within PHCG, and the only global media agency wholly dedicated to the health and wellness space. The goal of PHM is to re-integrate media thinking into creative agencies and to develop breakthrough programs with agencies, publishers and clients that ultimately help people make health(y) decisions. Currently, the media teams at Digitas Health and Razorfish Healthware represent the foundation of our 130+
