Top pharma brand taps Innovid’s pharma playbook strategies to exceed performance benchmarks
CMI Media Group, a leading strategic healthcare marketing agency, wanted to prove their video campaigns could drive both awareness and measurable consumer engagement. A leading pharma brand that was already running standard video wanted deeper insight into audience ad engagement and the impact of their ads on lower funnel performance, CMI Media Group sought innovative ways to revitalize viewer experience while leveraging existing assets to save on production cost and ultimately advised on using Innovid’s interactive formats. By using these formats, CMI Media Group could deliver on both awareness and engagement objectives, measuring impact through values like ad time earned for brand exposure and QR scan rate for direct actions taken from the ad experience.
CMI Media Group has long trusted Innovid as its ad server, valuing its reputation as the premier solution for video executions. Recognizing the need for a creative thought leader with a strong pharma playbook, CMI Media Group looked to collaborate with Innovid again to create a more immersive ad experience.
Innovid’s pharma-specific strategies and formats ensured compliance with stringent industry regulations, offering features like an auto-scrolling ISI, dynamic landing page options, and in-unit engagement to guide patients to microsites with additional educational content.
Innovid helped CMI Media Group develop an innovative strategy that elevated existing creative assets into interactive messaging that captivated the audience in a fresh, compelling way that incorporated variety and personalization.
With Innovid’s interactive formats, CMI Media Group accessed a unique performance metric: ad time earned. This metric captures the average number of extra seconds a user engages with an interactive video, subsequently increasing ad exposure time without an additional cost.
Auto-scrolling ISI and remote-click capabilities support compliance while maintaining engagement. CMI Media Group also leveraged the additional granular insights and reporting offered for interactive formats, including completion rate, QR scan rate, and engagement rate. This enabled CMI Media Group to analyze video performance frame by frame.
By examining the engagement with each second of the video ad, CMI Media Group identified the specific topics, visuals, and copy elements that drove varying levels of engagement. These insights directly informed SEO and creative optimization strategies, including visuals, copy, and CTAs, ultimately securing a better value buy without requiring adjustments to the pharma brand’s measurement strategy.
Ad time earned on average during the campaign
Higher QR Code Scan Rates vs. industry benchmark (.02%)
Video completion rate beating the benchmark (91%)
Related resources
