Mar­ket­ingRx roundup: Phar­ma ad boost on YouTube; Mer­ck re-ups lung can­cer test so­cial ad­vo­ca­cy

Phar­ma in­dus­try spend­ing on YouTube ad­ver­tis­ing jumped in the first quar­ter — led by Ab­b­Vie and No­vo Nordisk — tal­ly­ing a to­tal of $494 mil­lion spent and a 26% in­crease year over year, ac­cord­ing to da­ta from Me­di­aRadar. The not-so-good news? The num­ber of phar­ma ad­ver­tis­ers and med­ical com­pa­nies buy­ing YouTube ads de­clined.

Me­di­aRadar played up the sil­ver lin­ing in a re­cent blog post, point­ing out that the phar­mas ad­ver­tis­ing on the video chan­nel are mak­ing short­er ads there. That’s a good thing, they rea­son, be­cause over­ly long ads go against the pref­er­ence by most peo­ple for “nuggets of con­tent.” Phar­ma brand TV com­mer­cials are typ­i­cal­ly at least 60 sec­onds but some­times run as long as 90 sec­onds.

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