KEY TAKEAWAY:[inlinetweet prefix=”” tweeter=”” suffix=””]Today’s online ads are not about getting in front of as many people as you can[/inlinetweet], 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.
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.
KEY TAKEAWAY: It’s estimated, from previous research, that DTC TV ads are only 7% effective. So then, what is the value of DTC marketing today in an era where mistrust is high? The value could be to inform and educate consumers to “do more research” which in turn could lead to seeking treatment, although asking and getting a requested brand may be difficult.