CMI Partners with Anoki AI

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The pharmaceutical industry continues to experiment with different use cases for AI. While the technology has garnered plenty of headlines over the past two years, the industry has yet to produce a consistently reliable use case for the technology. Many companies have experimented with it and have achieved good results, but time has yet to reveal as to whether those results will be consistently reliable.

Much of the conversation about AI in the pharmaceutical industry has centered on its usage in the advertising side of the industry. CMI Media Group specializes in pharmaceutical marketing and is hoping to use AI to find more efficient ways to target its advertising efforts at specific audiences at the correct scale. As such, the firm has signed an agreement with Anoki AI to utilize the tech’s AI for connected Television technology to improve its targeted advertising efforts.¹

In a press release, CMI Media Group chief media and innovation officer Justin Freid, said, “As the first agency to implement ContextIQ across both DTC and HCP campaigns, we're setting a new standard for healthcare advertising. This partnership enables us to deliver pharmaceutical messaging at the most impactful moments, while maintaining the privacy standards our clients need."

Anoki AI’s co-founder and CEO Raghu Kodige added, “Healthcare marketing requires a delicate balance of precision, privacy, and impact. Our partnership with CMI Media Group demonstrates how AI can transform healthcare advertising by creating a better user experience for both healthcare professionals and consumers."

This is CMI Media Group’s latest experiment with new technology to improve its advertising reach.

In June, 2024, the firm announced a partnership with KERV interactive in order to obtain video attention metrics for its pharmaceutical advertising efforts.² Similar to its partnership with Anoki, CMI added KERV’s ai-powered active attention index platform. As a result, CMI stated at the time that it would be able to provide its clients with the ability to use interactive and immersive elements in their advertising campaigns.

CMI Media Group’s SVP of video investment Toby Katcher said in a press release, “By integrating precision targeting, advanced automation capabilities, cutting-edge interactive units, and enhanced attention-based video optimizations, we will set new benchmarks for excellence in pharmaceutical marketing. Together, we are charting a path towards greater efficiency, effectiveness, and impact in the ever-evolving healthcare landscape.”

In the same press release, KERV Interactive’s chief revenue officer Jay Wolff added, “The ability to tap into automation technology to streamline the communication of vital information within the healthcare sector is a game-changer. By harnessing the power of KERV technology combined with CMI’s deep healthcare industry expertise, we can enhance the effectiveness of video advertising campaigns while ensuring that compliance, consumer engagement and scaled performance are not mutually exclusive.”

Sources

1. CMI Media Group Partners with Anoki on Industry-First Pharmaceutical Contextual CTV Advertising Campaign Across Both DTC and HCP Campaigns. Anoki AI. December 17, 2024. Accessed January 3, 2025. https://www.businesswire.com/news/home/20241217363538/en/CMI-Media-Group-Partners-with-Anoki-on-Industry-First-Pharmaceutical-Contextual-CTV-Advertising-Campaign-Across-Both-DTC-and-HCP-Campaigns
2. CMI Media Group Taps KERV Interactive Technology to Launch ‘Video Attention’ Metrics for Pharmaceutical Advertising. KERV. June 12, 2024. Accessed January 3, 2025. https://www.businesswire.com/news/home/20240612165620/en/CMI-Media-Group-Taps-KERV-Interactive-Technology-to-Launch-%E2%80%98Video-Attention%E2%80%99-Metrics-for-Pharmaceutical-Advertising