New DeepIntent Tools Let Pharma Advertisers Precisely Target Live Sports Events

Health and pharma advertisers looking to capitalize on the plethora of upcoming live sports events have a new way to target those broadcasts, courtesy of DeepIntent. 

This month alone will see the conclusion of pro basketball and hockey championships and the starts of both Wimbledon and the World Cup. With the Live Events and Sports capabilities that DeepIntent debuted Tuesday, health and pharma marketers will have access to tools aimed at helping them reach audiences of live events like those more precisely across streaming TV channels. 

When activated, the new technology is designed to single out high-demand live events from the broader inventory pool and offers a custom pacing algorithm to help maximize placement and delivery during specific events. The technology is powered by AEGIS 1, the data center environment that DeepIntent launched earlier this year to boost artificial intelligence-driven analysis. 

DeepIntent has created a one-click template with prebuilt presets to simplify activation and said in this week’s announcement that it has set up private marketplace deals via partnerships with publishers and supply-side platforms specifically around major sports events. Clients can use those or their own PMP or programmatic guaranteed deals within the platform to deploy ad content. 

After using the new tools to optimize ad placement during live broadcasts, health and pharma brands can then track their performance in real time using DeepIntent Outcomes measurement analytics. 

solli’s Final Thoughts 

Though live sports events are a key target for pharma media—with their broad audiences and high engagement rates—it can be difficult to secure the highest-impact placements due to games’ variable timeframes and unpredictable interruptions, as well as fragmentation across a wide range of networks and streaming channels, among other challenges. 

Technology like DeepIntent’s attempts to solve for those challenges, consolidating live event inventory in one place and potentially enabling pharma and healthcare marketers to align their ads with those events with more precise timing and placement. 

Such precision could have a massive impact: As DeepIntent noted in Tuesday’s announcement, 96 of the 100 most-watched telecasts in the U.S. last year were sporting events, showcasing the vast and valuable ad market that is the world of live sports broadcasts.