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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