If your agency is recommending programmatic ad buying, change agencies

  • According to research conducted by a professor at MIT programmatic ad buys may not just be unproductive, it may be counterproductive.
  • 3rd party data may be useless at the most elementary of targeting tasks.
  • Using data acquired from 3rd party brokers improved targeting performance by 184%,but creates extra costs of about 238% on average in comparison to random placements.
  • Adobe inspected traffic across thousands of its client sites and found that 28% of the traffic showed “non-human signals” indicating that it was fraudulent.

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The current DTC model is outdated

  • It’s estimated that less than 5% of consumers ask their doctor about/for a drug product after seeing a TV commercial.
  • People who are interested in new advertised drugs usually go online to “get more information”.
  • Pharma websites are becoming a less important part of the decision making.
  • Switching money to online ads is not going to help.

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Oh no! TV advertising is declining!

KEY TAKEAWAY: While TV DTC ads show no sign of declining television-advertising sales in the U.S. fell 7.8 percent to $61.8 billion last year, the steepest drop outside of a recession in at least 20 years, while sales at cable networks slumped for the first time in almost a decade. And there’s no sign of a pickup in 2018, excluding cyclical events like the Olympics and the midterm elections, according to data from Magna Global. Continue reading

Why TV will remain the first priority for DTC

KEY TAKEAWAYS:

-TV will continue to dominate DTC spend due to online ad fraud and fraud at point-of-care.

-While only 7% of viewers have asked their doctor about advertised medications TV still generates high awareness.

-TV ads are meant to drive people online, but pharma is dropping the ball with the connection between awareness and conversion.

-Blame lies with DTC marketers who want to “show that they are doing something” and agencies which are great at patting themselves on the back for DTC spots. Continue reading

Programmatic is not right for pharma

KEY TAKEAWAY:Today’s online ads are not about getting in front of as many people as you can , they are about getting relevant ads in front of highly targeted people. This is especially true for pharma clients who are marketing specialty drugs and who don’t want their ads appearing on controversial sites.  Continue reading