Vertical Benchmarks Week: "2024 Advertising Insights Report for Pharma"
Editor's Note: It's Day 3 of Innovid's "Vertical Benchmarks Week." Today, we're focused on our pharmaceuticals sector report, where we're sharing Innovid's unique data from hundreds of billions of impressions on frequency, reach, and creative performance. This week, we're also exploring our data on five other vertical industries — automotive, CPG, finance/insurance, QSR/restaurants, and retail — to help you gauge campaign performance in specific markets.
Pharma brands know there is huge potential in CTV and digital advertising campaigns. By using dynamic creative optimization (DCO), for instance, pharma brands can serve more relevant messages to their audience segments, driving positive business outcomes. You can also use interactive CTV ads to enable viewers to take a deeper dive into a medication’s benefits.
Innovid’s 2024 Advertising Insights Report for Pharma has arrived. This report, which is based on Innovid’s unparalleled data set, analyzes billions of video ad impressions delivered by our ad server in 2023.
Especially for pharmaceutical advertisers, Innovid has an unrivaled window into streaming viewership and video advertising. Our data-driven report offers pharmaceutical brands insight into how well their video ad campaigns are performing. The report also helps pharma marketers understand how to connect, engage, measure, and drive outcomes with CTV and digital advertising.
Here are key high-level findings from the report for pharma advertisers:
- CTV continues to grow. Almost half (45%) of Innovid’s pharmaceutical video ad impressions in 2023 were CTV, an increase of 36% since 2019. Consumers are flocking to CTV and leaving traditional linear TV behind. Advertisers understand this fact and are boosting their spending on CTV advertising.
- Advanced creative performs. Interactive CTV advertising delivered an engagement rate that outperformed interactive online video by almost 2x.
- Case Study: How Haleon delivered strong CTR with DCO. The report also features a success tory showcasing how Haleon deployed dynamic creative optimization (DCO) to serve relevant messaging to various audience segments, ultimately delivering a 2.5x better CTR on YouTube for DCO video compared to standard video.
The 2024 Advertising Insights Report for Pharma includes insightful video advertising data on video completion rates, CTR, engagement rates, and average frequency and reach.
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