Pharma Brands are Missing CTV’s ‘Halo Effect,’ Says CMI Media Group’s Miller

In a BEET.TV interview at POSSIBLE, Andrew Miller, EVP, Digital Activation shared his perspective that pharmaceutical brands may be underusing CTV as an effective channel, by treating it as a secondary channel instead of a strategic tool that offers greater flexibility, faster optimization, and better measurement than traditional linear TV. CTV allows marketers to adapt creative formats, target audiences more precisely, and measure campaign performance in real time, while also creating “halo effects” that boost engagement across search, social, and other channels. Watch the full interview here to learn how pharma companies can better integrate CTV into omnichannel planning to fully capitalize on its ability to drive broader marketing impact and efficiency.