- 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.
KEY TAKEAWAY: Some are projecting that pharma is going to be spending more money for online ads. While I am skeptical of these projections, there are ways that pharma companies can really improve their online ad performance. Continue reading
KEY TAKEAWAY: The online ad industry is in deep trouble. Marketers are questioning online ad effectiveness and consumers are sick and tired of viewing irrelevant ads when they are paying through the nose for broadband access. Pharma should not abandon online ads, but rather invest more time and effort to ensure they provide an adequate ROI. Continue reading
KEY TAKEAWAY:“ Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically but it can lead to mistakes for pharma. Continue reading
KEY TAKEAWAY: A recent research report indicated that up to 98% of all online ad clicks are from BOTS. This could be used as another excuse to allocate money to TV, but there are opportunities within all data. DTC marketers need to “think beyond the click” to deliver brand messages. Continue reading
POST SUMMARY: The old theory was to place ads for prescription drugs on health sites like WebMD but today that alone doesn’t make much sense. Continue reading