AI and Privacy Take Center Stage: Insights from the 2024 Mediaocean H2 Pharma and Healthcare Market Report

The 2024 H2 Pharma and Healthcare Market Report, published by Mediaocean, offers insights into the evolving landscape of pharmaceutical and healthcare advertising. Based on surveys of 151 industry professionals, the report highlights key trends including the rise of Generative AI (Gen AI), increased media spending in digital channels, and an urgent focus on privacy and ad verification. As we look ahead to the remainder of 2024 and beyond, these developments underscore how pharma marketers are adapting to technological innovations and regulatory pressures.

In this article, we’ll explore the most important takeaways from the report, including the growth of AI-powered tools, privacy’s growing prominence, and the continued importance of ad measurement and verification.

Ad Spending Remains Strong Across Key Channels

Despite macroeconomic uncertainties, pharma and healthcare ad spending is holding strong across digital platforms. According to the report, 70% of marketers plan to increase their social media spending in H2, followed by 61% for digital display/video, and 52% for connected TV (CTV). These investments reflect the ongoing shift in consumer engagement, as more people spend time on social media, video platforms, and streaming services.

However, traditional media channels such as print and TV are seeing pressures, with more marketers opting to maintain rather than increase their budgets in these areas. This trend signals a continued focus on digital-first strategies...