CHICAGO, Oct. 8, 2014 /PRNewswire/ -- VivaKi, the global
leader in programmatic and ad tech solutions, today announced that
it is working with Publicis Health Media (PHM) to bring
programmatic advertising to the pharmaceutical and healthcare
sector and encourage adoption of this practice among health
publishers and client companies. Combining VivaKi's addressable
media buying solution, Audience On Demand® (AOD), with PHM's
expertise, the custom solution addresses the unique needs of the
vertical by layering in the processes needed to ensure compliance
with federal regulations and patient privacy laws.
"eMarketer projects the health & pharmaceutical
vertical will reach a digital ad spend of $1.61 billion in 2015, but programmatic adoption
has been slow compared to other industries. We created our
healthcare solution in partnership with Publicis Health Media to
reach direct-to-consumer and Healthcare Professional audiences at
scale and more accurately measure campaign performance," said
Doug Kofoid, President of Global
Solutions at VivaKi. "AOD has provided Publicis Groupe
agencies and clients with a centralized point of access for
best-in-breed technology, inventory and data partnerships since
2008. Now, with the expertise of PHM, we have an industry-specific
solution to meet the needs of pharma advertising."
In addition to facilitating access to data, inventory and
technology partners, AOD will augment its workflow with steps to
identify and adhere to advertiser-specific medical, legal and
regulatory policies and preferences for: collecting first-party
data through remarketing pixels; targeting strategies such as
third-party data prospecting; and adhering to industry-specific
inventory requirements (Blacklists & Whitelists).
VivaKi will also leverage its proprietary VivaKi Verified
process to ensure all partners are stringently vetted to meet brand
safety, regulatory compliance and transparency standards.
"We constantly see new media products and offerings enter the
space and find that most are not tailored to the health and
wellness industry," said Matt
McNally, President of Publicis Health Media. "We pride
ourselves on understanding healthcare and how to innovate in the
space and connect publishers, pharma and health brands and
consumers in ways that bring solutions to consumers in real-time
while they are seeking support for specific health conditions."
Three clients are expected to participate in the beta this year,
which will test new targeting and technology capabilities specific
to the pharmaceutical industry.
"We are excited to pilot a programmatic buying solution for
our customers that was developed with pharma's regulatory
requirements in mind," said Marie
Casimir, Global Media Lead, Digital Strategy Group at
AstraZeneca L.P. "We think being able to have messages offered to
consumers and HCPs in real-time when they express interest in a
particular condition or health need can be a valuable service to
them."
"We're working with PHM and VivaKi to ensure that AOD Health's
programmatic access to our premium health and wellness properties
drives insightful and impactful results for clients," added
Matt Spengler, Executive Director at
Rodale Corporate Digital.
About VivaKi
Part of Publicis Groupe (Euronext Paris
Exchange: FR0000130577; CAC 40 index), the world's third largest
communications group, VivaKi was established in 2008 to propel the
digital transformation and expertise of the Groupe and its
agencies. Today, we are the global leader in digital advertising
solutions, working with the world's leading organizations to help
them navigate the evolving and chaotic media landscape. Across the
globe, VivaKi employs more than 400 engineers, technology experts,
product designers, analysts and digital marketing professionals.
Visit us online at www.vivaki.com or follow us on Facebook and
Twitter.
About Publicis Health Media
Publicis Health Media
(PHM) is the strategic media planning and buying agency within
PHCG, and the only global media agency wholly dedicated to the
health and wellness space. The goal of PHM is to re-integrate media
thinking into creative agencies and to develop breakthrough
programs with agencies, publishers and clients that ultimately help
people make health(y) decisions. Currently, the media teams at
Digitas Health and Razorfish Healthware represent the foundation of
our 130+ staff, with additional senior media leadership deployed
across PHCG agencies globally.
For more information, visit: www.PublicisHealthMedia.com
Contacts:
Josh
Dysart
VivaKi
312-253-5318
Josh.Dysart@vivaki.com
Ivy Cohen
For Publicis Health Media
Office: (212) 399-0026
ivy@ivycohen.com
SOURCE VivaKi
