Riding the Wave: How G-Med's Strategy Aligns with the Latest IAB Trends

In the fast-paced landscape of digital advertising, video has emerged as the reigning champion. According to the latest report from the IAB, digital video ad spending is poised to exceed $62 billion this year, marking a 16% increase over 2023 and more than double the $26 billion spent in 2020. This growth is not just a passing trend; it’s a major shift that reflects the way target audiences are increasingly consuming content. 

For brands and marketers, this presents both an opportunity and a challenge. On one hand, the shift from linear TV to digital video — with digital video expected to capture 52% of video ad dollars in 2024 — highlights the importance of being where the audience is. On the other hand, the fragmented nature of the digital video landscape, coupled with persistent issues in audience measurement, makes it imperative for advertisers to choose the right platforms for their video content. 

This is where G-Med's Hosted Content strategy becomes particularly relevant. G-Med offers a unique and highly targeted platform for brands looking to engage with a specific and influential audience. Here’s how G-Med’s approach can help you capitalize on the growing digital video ad trend while addressing some of the industry’s biggest challenges. 

The Rise of Digital Video and the Challenges of Measurement 

As the IAB report highlights, the shift from linear TV to digital video is undeniable. In just four years, ad spend share has shifted nearly 20 percentage points from linear TV to digital video. This shift is driven by consumers’ growing preference for digital content, with traditional pay TV providers losing 6% of their subscribers over the last two years. In fact, 5 million subscribers left in 2023 alone. 

However, despite the booming investment in digital video, challenges remain. Measurement issues persist, particularly in online video and connected TV (CTV). Inconsistent publisher-level measurement frameworks and a lack of shared data make it difficult for advertisers to assess the effectiveness of their placements. This has led many advertisers to explore alternative measurement tools such as AI-driven optimization and multi-touch attribution (MTA), which offer a way to understand performance based on modeled data rather than traditional metrics. 

Given these challenges, it’s crucial for advertisers to select platforms that offer not only reach but also reliability and relevance. G-Med’s Hosted Content strategy is designed to meet these needs head-on. 

1. Highly Targeted Audience: G-Med’s platform is a gated community exclusively for physicians. This ensures that your video content is seen by a highly relevant and engaged audience. With up to 30,000 impressions per post and the ability to target specific physician specialties in selected countries, your video ads are placed directly in front of the decision-makers you want to reach. 

   
   

2. Guaranteed Engagement: Unlike many digital platforms where your content may get lost in the noise, G-Med guarantees minimum views for your hosted content. This means that your investment in video is not just a shot in the dark — you’re assured a certain level of visibility and engagement. 

   
   

3. In-Feed, Native Advertising: G-Med’s hosted content is designed to integrate seamlessly into the user’s experience. Posts are native and in-feed, ensuring that your video content feels like a natural part of the platform rather than an intrusive advertisement. This not only enhances the viewer’s experience but also increases the likelihood of engagement. 

   
   

4. Multi-Format Flexibility: G-Med allows you to incorporate various elements into your hosted content, including videos, polls, infographics, and hyperlinks. This flexibility enables you to create rich, multimedia content that can cater to different consumer preferences — a key advantage in the diverse digital video landscape. 

   
   

5. Measurement and Optimization: While industry-wide measurement issues persist, G-Med’s platform offers tools to help you optimize your content’s performance. You can add CTAs and hyperlinks to external landing pages, allowing you to track the effectiveness of your video content and make data-driven adjustments as needed. 

The digital video ad space is booming, and the IAB’s latest data shows that this trend is only going to accelerate. However, to truly capitalize on this opportunity, it’s essential to choose a platform that not only offers reach but also ensures relevance and engagement. G-Med’s Hosted Content strategy provides a unique opportunity to connect with a highly targeted audience of physicians in a meaningful way. 

G-Med excels in HCP marketing by blending digital innovation with data-driven insights, creating an effective platform for reaching healthcare professionals. By using G-Med to engage HCPs, share data reports, and explore innovative channels, marketers can deliver targeted, impactful messages that foster strong connections. G-Med’s approach ensures that each campaign is tailored, scientifically rigorous, and effective, aligning perfectly with the best practices for successful HCP marketing.    

Contact us today to learn more: Contact@g-med.com