CES 2024: Pharma's Digital Advertising Breakthroughs Unveiled

Explore CES 2024's game-changing pharma ads—from in-car experiences to smart shopping carts, revolutionizing digital out-of-home advertising landscapes.

The 2024 Consumer Electronics Show (CES) hosted by the Consumer Technology Association was a testament to the evolving landscape of technology and its impact on advertising, particularly in the realm of digital out-of-home (DOOH) media. In this year's showcase, companies like Audible and Instacart took center stage, unveiling innovations in the in-car and retail sectors that could potentially reshape the way biopharma advertisers reach their audience.

The Shift Towards Immersive Audio Experiences

Audible's collaboration with Mercedes-Benz and Amazon Music marked a significant leap forward in the in-car advertising space. Described as a "new era" of immersive audio experiences, this partnership symbolizes the seamless integration between the car and home environments. Bryan Barletta, a partner at Sounds Profitable, emphasized the importance of this transition, especially as audio advertising experiences a resurgence in attention. With 26 million people engaging in in-car listening, advertisers, including those in the pharmaceutical industry, are presented with a unique opportunity to extend their reach beyond traditional radio platforms.

Beyond Traditional Radio: Pharma's Entrance into the Dashboard

The automotive initiatives showcased at CES, particularly in collaboration with companies like Mercedes-Benz, indicate a substantial opportunity for pharma advertisers to establish a presence in the dashboard. Charles Benaiah, founder of media firm Watzan, highlighted this as a "huge transitional step" and emphasized the potential for pharmaceutical companies to embrace this evolving landscape.

However, the focus is not merely on delivering yet another ad on a different screen. Bryan Barletta stressed the importance of collecting behavioral data, providing advertisers with valuable insights into user engagement. Understanding where and how content is consumed becomes a crucial aspect of enhancing the overall advertising strategy.

AI in the Driver's Seat: ChatGPT in Volkswagen Vehicles

Volkswagen's announcement of integrating ChatGPT into its vehicles adds another layer to the evolving in-car experience. As voice-activated AI becomes more integrated into vehicles, it presents new opportunities for media buyers to explore advertising possibilities, especially with platforms like Amazon Alexa making their way into cars.

Retail Takes Center Stage: Instacart's Smart Shopping Carts

CES 2024 also witnessed the expansion of DOOH into the retail sector, with Instacart leading the way. The introduction of AI-powered smart shopping carts, capable of displaying personalized ads based on real-time shopper behaviors, represents a significant stride in grocery tech. Mark Pappas of CMI Media Group recognized the potential for growth in retail media ad spending, projecting a rise from $46 billion in 2023 to $109 billion in 2027.

Innovative Ad Formats: The Sphere and AI in Health Tech

In addition to in-car and retail advancements, CES introduced innovative ad formats, such as The Sphere—a large form of DOOH with immersive audio and video capabilities. This format, showcased in a Las Vegas auditorium, hints at the creative possibilities for advertisers looking to capture audience attention.

While not directly related to DOOH advertising, CES also showcased advancements in health technology that could influence the healthcare and pharmaceutical advertising landscape. Gadgets like NuraLogix's Anura MagicMirror and Withing's BeamoO Multiscope promise to measure various health parameters, providing users with valuable data for personal health management.

The Future of Pharma Advertising: Navigating Opportunities

As the DOOH ad market continues to grow at an annual rate of 26%, CES 2024 has unveiled a myriad of opportunities for pharma advertisers. From in-car collaborations to retail innovations and advancements in health tech, the landscape is evolving, and advertisers must navigate these opportunities to stay at the forefront of reaching their target audience.