Connect+ Connect January 22, 2026

Welcome back to DCW Media’s Digital Connect+, where we’re sharing insights on advanced healthcare targeting, the growing value of LinkedIn for AI visibility, NextGen TV, and performance-enhanced direct mail.

Platform Updates:

DCW’s B2B healthcare targeting just got sharper. We can now reach audiences based on provider specialty, clinical behavior, and geography by leveraging National Provider Identifiers (NPI) through our DSP partner, StackAdapt. This highly efficient targeting can be activated across digital channels including Display, Audio, CTV, Native, and Email. Not only is it HIPAA compliant, it also minimizes wasted impressions by advertising directly to verified nurses, physicians, and other healthcare specialists. Interested in strengthening your B2B healthcare efforts? Get in touch and we’ll build a custom strategy tailored to your goals.

Looking to increase your brand’s visibility within AI-generated responses? LinkedIn is playing a growing role. Recent studies show that AI platforms such as ChatGPT, Google AI, and Perplexity are now citing LinkedIn articles up to five times more than before. LinkedIn now trails only Reddit in terms of AI chatbot citations, while Google referral traffic has declined by more than 20% year over year. As AI discovery becomes more influential, LinkedIn content is emerging as a key signal. If you’re ready to make your site and content AI-ready, reach out to see how DCW’s SEO and AEO strategies can help drive measurable impact.

NextGen TV is transforming broadcast into a more interactive, data-enabled environment. ATSC 3.0, known as “NextGen TV,” is unlocking capabilities broadcasters historically haven’t had, including targeted ad delivery, interactive overlays, and more advanced ad experiences when internet-connected, NextGen-enabled TVs are in use. For advertisers, this begins to narrow the gap between linear and streaming by introducing smarter delivery and richer engagement without sacrificing broadcast scale. DCW can evaluate where NextGen inventory is live by market and build a test plan focused on measurable lift while maintaining efficient reach.

Direct mail is becoming significantly more performance-oriented through USPS 2026 promotions and digital extensions. USPS is rolling out new 2026 add-ons designed to increase promotional discounts when physical mail is paired with features that enhance reach and ROI. At the same time, Informed Delivery continues to provide a synchronized digital touchpoint tied directly to the mail piece. The advantage is control: advertisers can align timing, reinforce consistent CTAs across channels, and create clearer response paths from mailboxes to site visit, call, or appointment. DCW can structure a mail plan that leverages eligible USPS promotions while layering in a complementary digital experience to drive stronger conversion behavior.