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We’ve all had this moment. You’re standing in the kitchen, casually discussing something oddly specific — a product, a vacation idea, a random health concern — and then, minutes later, there it is. An ad. On your phone. For that exact thing.

Cue suspicious side eye.

Most of us have accepted the idea that our smartphones are, at the very least, exceptionally good listeners. Always nearby. Always logged in. Always collecting signals — location, behavior, search intent — even if they’re not technically recording our conversations. (That distinction matters, but we’ll come back to it.) And this phenomenon shows up everywhere, from shopping to streaming. From innocuous to health care-level serious.

But what about our TVs? Because here’s where things start to feel … different.

A soda, a TV screen, and a raised eyebrow

A couple of years ago, I was sitting on the couch, watching TV, drinking something somewhat niche … a Poppi Sparkling Prebiotic soda. (One of the kids didn’t like it, and I am the last stop before the trashcan/drain. In other words, someone else in the house bought this soda.) It wasn’t exactly something you’d expect to see in a broadcast commercial like Diet Coke.

No joke, I was sipping on this thing, and thinking, ok, not bad. I wonder if there are other flavors, though. And then suddenly, there it was. An ad. For that exact soda. In many other flavors.

I paused, looked at the screen, looked at my hand, looked at the screen, and said something not so nice … along the lines of, but a bit more colorful than, “What in the world???” It was Spider-Man Meme-level absurdity.

At the time, I chalked it up to coincidence. After all, coincidences happen. Our brains are wired to notice patterns, even when none exist. And confirmation bias is a powerful thing. But fast-forward to today, and coincidence feels like a less-than-satisfying explanation.

Smart TVs may not be “listening” per se, but they are very aware

Let’s clear something up right away: Your TV is (probably) not secretly recording your conversations. That said, modern “smart” (i.e., “connected”) TVs, and the platforms that power them, are not passive boxes in your living room.

Today’s connected TVs and streaming platforms may know:

• Your watching habits, including what, when, and how long you watch
• What apps you use
• What device you’re logged in with
• Who else in your household might be watching

And that data doesn’t live in isolation. When you log into a streaming service using the email tied to your Amazon account, Google account, or your phone … well, you’re connecting the dots.

Which brings us to Amazon Prime Video.

When TV ads start to feel a little too relevant

If you’ve watched Prime Video recently, you may have noticed the ads feel … umm … informed. That’s not your imagination.

Amazon already knows:

• What you searched for, purchased, and almost purchased
• What you buy repeatedly
• What your family buys

Serving ads on Prime Video based on behavior isn’t a great leap into science fiction or AI, it’s a logical extension of data they already have permission to use. It isn’t eavesdropping. It’s ecosystem-based targeting, where buying decisions are shaped across a web of connected platforms — not a single ad, channel, or moment.

Prime Video isn’t the only place this is happening. It’s just the one I notice most. (YouTube, owned by Google, is likely the most data-rich environment.) Not seeing ads elsewhere doesn’t mean the signals aren’t still being gathered and used, which becomes especially important when we start talking about health insurance.

So, what does this mean for health insurance marketers?

Health insurance shopping rarely starts with a single search or ad. It can be triggered by:

• Aging into Medicare or leaving your employer plan
• Health changes like a new diagnosis
• Life events like marriage, divorce, a new job or job loss, a move, or aging out of a parent’s plan
• Issues with your current plan, like cost or coverage changes

These moments don’t always start with a Google search. Sometimes they start with:

• Watching more health-related content
• Asking your favorite AI about medications or supplements
• Buying mobility aids or wellness products
• Streaming daytime TV more frequently
• Spending more time at home

When connected TV, mobile, search, and ecommerce data start to align, advertisers don’t need to “listen” to conversations to understand intent. They can infer it.

It’s also important to remember that for many people shopping for health insurance (especially those aging into Medicare), linear TV still carries a sense of trust and familiarity that newer platforms don’t always replicate.

The opportunity — and the responsibility

For health plans and Medicare marketers, this new era of awareness presents both opportunity and responsibility — a topic Justin Stauffer, our EVP of Marketing Technology & Media, discusses in a recent blog post about the ways we’re using AI to make smarter and more efficient decisions to achieve our clients’ business objectives.

The opportunity:

• Deliver messaging that feels timely and relevant by aligning ads with real-life moments, not generic demographics
• Reach people earlier in their decision-making process, before they actively start shopping for coverage
• Reinforce trust by showing up consistently across TV, digital, and mobile with the same clear message

The responsibility:

• Frame messages around common needs and life stages, rather than calling out specific behaviors that lead someone to see the ad
• Focus on education and clarity first, recognizing that health insurance decisions are rarely made in a single step
• Respect privacy expectations and regulations, especially when messaging around health, finances, and aging

An effective health insurance ad shouldn’t make someone wonder why they’re seeing it. Rather, it should simply help them understand their options. When someone is making decisions about their health, messaging should feel supportive and reassuring, not surprising or intrusive.

So no, your TV isn’t spying on you, but it does know you

The reality is less dramatic than the conspiracy theories, but more powerful than many people realize. Your TV doesn’t need ears because it has data. When data is combined thoughtfully across channels, devices, and moments, it creates an experience that feels almost intuitive.

For marketers, the goal isn’t to shock someone with how much you know. It’s to meet them where they already are, with information they actually need. Because when it comes to health insurance, awareness should lead to clarity rather than confusion.

See how connected TV, digital, and direct response can work together responsibly

Turn to DMW. With 40+ years of health insurance marketing experience, we know how to balance precision targeting with trust-building messaging, and how to make every screen work harder for you. Let’s talk.