Intouch Solutions launches online marketplace for programmatic media buying
Intouch Solutions has launched INSIGHT Media Marketplace, a new in-house advertising trading desk built specifically for the life sciences industry. Agency executives say INSIGHT expands Intouch’s standard media planning and buying services to include a programmatic option for media buying.
According to Intouch executives, INSIGHT provides automated access to ad inventory on hundreds of thousands of websites, enhanced creative possibilities across entire media programs, and the flexibility to adjust and optimize media campaigns on the fly based on real-time results. The automated platform and ultra-targeted approach provide scale, cost, and time efficiencies.
“We are excited to roll out this new offering which reflects how media buying, like online bill pay and shopping, is becoming increasingly automated,” says Faruk Capan, CEO of Intouch Solutions. “Programmatic media buying is becoming more feasible and safe for regulated industries. INSIGHT features the best of the next generation in media planning and buying services.”
Executive say INSIGHT was created based on the early success of Intouch Solutions’ initial programmatic media buying services which began in 2014. “INSIGHT represents the logical next step in our development of media buying platforms to help our clients,” says Tina Breithaupt, VP of media services at Intouch Solutions.
“Intouch has actually been doing programmatic media buying for about two years, building the capability, adding components to the offering, proving the model, and generating successful case studies. The biggest challenge was that something like this had never been created specifically for pharma before. We knew we needed to customize the offering with pharma’s specific needs in mind, which meant looking at programmatic through a different lens.”
Breithaupt says INSIGHT was built specifically for the pharmaceutical industry. “In other words, INSIGHT media specialists aren’t buying media for sneakers in the morning and snack chips in the afternoon,” she told Med Ad News. “They understand the nuances of the regulated industry, and that expertise is built into INSIGHT – helping keep our clients’ media placements relevant, controlled and compliant.”
INSIGHT Media Marketplace automates the process by providing automated access to ad inventory on thousands of websites; an auction-approach to buying online media though bidding, which helps control costs; flexibility to adjust and optimize the media campaigns on the fly based on real-time results; seamless ad placement across display, mobile, social, video, native and television; and the ability for an enhanced creative approach across the entire media program, such as creative sequencing, storytelling, and customizing messages to a customer’s specific journey.
Because INSIGHT is offered under the Intouch Solutions umbrella, clients receive the benefit of strategy, creative, website development, search, media and analytics services all under one roof. “Information sharing across these teams means client campaigns are more refined, audience targeting is more informed, and results are more robust,” Breithaupt says.
According to Breithaupt, INSIGHT provides increased transparency into costs and campaign performance because the platform was built so that all costs are evident up front. “There are no hidden management fees, margins or markups within the cost of INSIGHT media buys,” she says. “Large traditional media shops can’t say the same.”
INSIGHT reveals in real time exactly what kinds of data are being used to place ads, where ads are placed, how much they cost and how they are performing, so clients are able to clearly understand exactly how their money is being spent, Breithaupt says.
Breithaupt says clients can expect an immediate improvement in campaign results, as media campaigns will perform better for less budget. “INSIGHT is currently outperforming a third-party trading desk across three brands in the same advertiser portfolio with a more than 10x higher click-thru rate and a more than 4x higher visit rate,” she says. ” This came with over 80 percent savings in cost-per-engagement metrics.”
Additionally, “Our historical performance shows an overall lower CPM for a targeted impression, therefore it has the ability to cost-efficiently increase the overall reach and scale of a campaign,” Breithaupt says. “When measuring our audience-targeted, programmatic campaigns against a campaign running on an endemic health site, overall new patient starts were higher and the cost-per-new patient start was considerably lower.”
Learn more about INSIGHT here.
