Online ad fraud, leading pharma to abandon digital?
-Forrester Research released a report saying that social media marketing on Facebook and Twitter is substantially worthless.
-It appears that most of the new technology-based advertising methodologies have delivered substantially less than promised.
-Social media sites are quickly evolving into just another channel for delivering traditional interruptive advertising.
93% of all TV commercials are lousy, but when it comes to pharma DTC ads that number goes up to 99%. To be specific, only 7 percent of those queried reported that they made a point of speaking with a doctor about a drug after seeing it advertised on television, according to the survey conducted by Treato, a market research firm yet TV will continue to be the biggest slice of the pie for DTC managers.
So why is TV so attractive to DTC executives? Nearly 50% of marketers don’t know where their ads are running online due to programmatic strategies, according to a new study by the Society for New Communications Research of the Conference Board (SNCR). Yet, more pharma clients are using proframmatic online ad buying? Houston, we have a problem.
In April, Forrester Research found that marketers in the U.S. spent upwards of $7.4 billion on low-quality ads last year, with more than half going to either fraudulent or unviewable inventory. In other words marketers aren’t spending as much time and money on the quality of online ads as TV ads (actually would that really make a difference?)
When I launched Cialis.com the ads were tested and continually optimized thanks to the great work of Heartbeat Ideas and Bill Drummy. The metrics were excellent according to our Double-Click study but are pharma clients willing to spend the money and time to develop really compelling online ads?
What’s so puzzling is that pharma marketers seem to acknowledge the problem with online ad fraud by throwing more money into a key driver of online ad fraud: programmatic ad buying . It’s like they’re saying “it’s a quagmire so we might as well just admit it and not really pay attention to it”.
For the most part, pharma companies are big organizations. Corporations will suck all the joy out of your life and all the life out of your joy. Big corporations are poison, and the more they pay you, the more they own you. This is why so many god digital marketers have left pharma. They’re tired of hearing “we can’t do that” or “we don’t have the budget for that”. It’s also a reason why pharma online ads suck and why TV is king.
Originally published at worldofdtcmarketing.com on December 20, 2017.