From Legacy Linear to Leading Edge: Pharma’s Continued Pivot to Connected TV
The proceeding is a recap of one of the sessions from the second annual IQVIA Digital Innovation Summit where we welcomed over 500 healthcare leaders to explore how cutting-edge advancements in data and technology are reshaping healthcare communications. These sessions highlighted how these innovations enabled more personalized engagement, enhanced customer experiences, and ultimately, better patient outcomes.
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Synopsis
- The Expanding Role of Connected TV (CTV) in Pharma Advertising: With an estimated $23B of healthcare advertising investment in 2025 to be in digital channelsi, CTV is becoming a critical channel for reaching today’s audiences—especially older demographics who are increasingly streaming. CTV offers the scale and quality of traditional TV with the precision of digital.
- Uncertainty Spurs Innovation: The potential ban on direct-to-consumer pharmaceutical advertising on television is prompting brands and agencies to develop contingency plans. While this regulatory uncertainty is accelerating the shift toward CTV, it also presents a valuable opportunity: brands can embrace greater flexibility with their video investments and adopt a more agile, data-driven approach to campaign optimization.
- CTV as a Canvas for Innovation: CTV is not just a new screen—it’s a new creative frontier for innovation in the delivery of brand messaging. From the potential of QR codes to create shoppable ads to home screen takeovers, brands are exploring innovative formats that go beyond a simply repurposed TV spot, aiming to deliver more engaging and personalized viewer experiences.
At the 2025 IQVIA Digital Innovation Summit, a standout panel brought together leaders from across the media and healthcare marketing ecosystem to explore the evolving role of Connected TV (CTV) in pharmaceutical advertising. The session, titled “Harnessing CTV Advertising to Engage Modern Audiences and Drive ROI,” offered a timely and thought-provoking look at how brands are adapting to shifting viewer behaviors, regulatory uncertainty, and the growing demand for data-driven precision.
Moderated by Moira McKenna, Head of Identity and Media Partnerships at IQVIA Digital, the panel featured:
- Stuart Schwartzapfel, EVP of Media Partnerships at iSpot
- Katie Jensen, Health Sales Lead at Roku
- Michael Caruso, Head of Biddable Media at SSCG Media Group
- Justin Rosen, Head of Data at Ampersand
Rewriting the Script: Pharma’s Pivot to Digital
In 2024, U.S. pharma and healthcare brands spent approximately $30 billion on advertisingii, with $23 billion funneled into digital channels. Yet, $5.15 billion still went to linear TViii—highlighting a disconnect between where audiences are and where ad dollars are going.
“OTT spend is roughly half of what linear spend is today—even though consumption has flipped.”
-Stuart Schwartzapfel, EVP of Media Partnerships at iSpot
The current imbalance between audience viewership behavior and media investment presents both a challenge and an opportunity for pharmaceutical advertisers. As consumers increasingly migrate to streaming platforms, brands are being pushed to rethink how they allocate budgets and measure campaign success. This shift is further accelerated by scenario planning around a potential post-linear TV landscape—particularly considering a proposed ban on direct-to-consumer (DTC) pharmaceutical advertising on television. While the outcome of this remains uncertain, it has underscored the urgency for brands and agencies to prepare for a future where digital channels, especially Connected TV (CTV), play a central role in reaching and engaging healthcare audiences.
“If that happens, we’re talking about billions of dollars that need to shift (and) we need to think about how we’re targeting future patients and delivering information in new ways.”
-Moira McKenna, Head of Identity and Media Partnerships at IQVIA Digital
CTV: Where Optimization Meets Imagination
CTV is redefining how advertisers approach audience engagement by blending the expansive reach of traditional television with the precision and agility of digital marketing. With access to rich data sets that offer opportunities for near real-time analytics, marketers can not only reach their audiences with increased accuracy (when compared to linear television) but also continuously optimize campaigns based on performance insights. This fusion of scale and specificity enables brands to deliver smarter, more effective campaigns that can be quicker to adapt to audience learnings and drive measurable optimization opportunities that can strengthen the impact of investment. As new therapeutics target increasingly specific patient populationsiv, the shift to digital—especially CTV—is a natural evolution. Precision marketing is no longer optional; it’s essential for delivering more effective, impactful campaigns.
“Think beyond video. CTV is TV, but it’s also digital—use it to its full potential.”
-Katie Jensen, Health Sales Lead at Roku
Beyond targeting, CTV is also unlocking a new creative frontier for pharma advertising. As was noted throughout the session, CTV is not just a new screen to extend the reach or frequency of video investment, it is a new canvas for bold and innovative ideas to uplevel customer experiences. From interactive QR codes and shoppable ads to home screen takeovers and curated content zones, brands are moving beyond the traditional 30-second spot to create more engaging, personalized connections with their audiences. These innovations are especially valuable for smaller brands with limited budgets, offering them new ways to stand out and connect meaningfully with audiences. As the media landscape continues to evolve, CTV presents a powerful opportunity for pharma to innovate both in how they target and how they tell their stories.
Conclusion
Connected TV stands out not just as a response to disruption, but as a catalyst for transformation. For pharmaceutical marketers navigating shifting regulations, changing viewer habits, and increased expectations for personalization, CTV offers a rare combination of scale, precision, and even creative freedom. It’s a space where data meets storytelling, and where agility becomes a competitive advantage. This offers the opportunity for brands to lean in, experiment boldly, and reimagine what is possible with their video investment. As McKenna concluded, “This isn’t just about adapting to change—it’s about using change as a catalyst for smarter, more effective marketing.”
References
i https://www.emarketer.com/content/pharma-accounts-nearly-90-of-broader-industry-digital-ad-spending
ii https://advertisingweek.com/pharma-advertising-the-last-frontier-for-creativity/
iii iSpot.tv (2025) 25Q1 Pharma TV Transparency Report. Available at: iSpot.TV. Accessed 04/01/2025
iv IQVIA Institute for Human Data Science. Understanding the Use of Medicines in the U.S. 2025: Evolving Standards of Care, Patient Access, and Spending. April 2025. Available from www.iqviainstitute.org
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