This Week in Digital Advertising: September 4th, 2020

This Week in Digital Advertising: September 4th, 2020

Hello, Bidtellectuals!

Congratulations to Bidtellectual of the Week Hui Liu – an absolute rock star. Can you believe it’s September already? We’ll keep this short since it’s a long weekend ahead!

Best Practices for Your Holiday Campaigns

Yes, we have more holiday content for you (!). Our Top 3 Holiday Best Practices for digital advertisers and Holiday Creatives Naughty and Nice List give you our top advice for maximum performance and return on your holiday campaign investment, including how to scale, which images to choose, and the device to focus on. This year will look a lot less like this and start a lot earlier. So get those campaigns (and sales) going.

5 Holiday Trends for Digital Advertisers 2020

How the Current Climate is Shaking Up the Fall Ad Marketplace

No traditional back-to-school season, ambiguity around the super bowl, earlier holiday shopping… Advertising (along with the world) is in flux, and it’s leading to real shake-ups at agencies. According to Digiday, it could be “doom and gloom” (I mean, U.S. TV advertising for back to school is down 70% so far this year compared to last year, according to Kantar) or it could lead to necessary changes, like accelerating creative messaging. Ads created six months ahead of time might not be relevant anymore. We discussed this very topic with Bidtellect SVP of Sales Terah Bocchi around brand safety and changes post-pandemic. Advertisers need to be ready to adjust messaging at a drop of a hat with how rapidly news and trends change.

A Conversation With Bidtellect SVP of Sales on Brand Safety, Virtual Sales, and Creative Pivots

eMarketer: US Ecommerce Sales Grew by Nearly a Third in Q2

eMarketer reported new data on US ecommerce sales; it’s both a good prediction for the holiday shopping season and, perhaps, a sigh of relief. We’ve said it before and we’ll say it again: ecommerce thrived during the pandemic. New sites popped up, some grew larger as time went on and tapped into the available resources like https://ecomitize.com/development/magento/ to build on their brand, there was a lot that happened online. Under stay-at-home orders, US consumers shopped heavily online: In Q2 2020, US retail ecommerce sales grew by almost a third (31.8%) from the previous quarter, or 44.5% year over year, per the USCensus Bureau of the Department of Commerce (DOC) (eMarketer). That’s $211.51billion in Q2 2020, up from $160.41 billion in Q1 2020. eMarketer estimates that ecommerce will make up 14.5% of US retail sales this year, up from 11.0% in 2019-the largest year-over-year increase since 2008. This is great for these businesses that have started online and have their customers fully in their minds to make impactful sales. Incorporating things like ecommerce logistics into the equation can also be seen as a beneficial addition as these sites will be able to distribute and track orders, helping their customers in the process.

Good News: It’s a long weekend.

Labor Day pays tribute to the contributions and achievements of American workers and is traditionally observed on the first Monday in September. It was created by the labor movement in the late 19th century and became a federal holiday in 1894. It often unofficially marks the “end of summer.” (But is this really the end of summer? What are seasons?) Enjoy!

Stay safe, friends,

Charlotte

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Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

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CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

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COVID-19 Impact on Pharma Marketing and What It Means for Advertisers

COVID-19 Impact on Pharma Marketing and What It Means for Advertisers

With COVID-19 and stay-at-home orders dominating the collective consciousness in the US and Canada, we’ve seen widespread changes in many different aspects of health and care. It seems consumers are now more inclined to get senior life insurance or health insurance policies to cover themselves and their loved ones in the event they are affected by COVID-19. Overall, consumers have become more health conscious and are now looking at changing up their healthplans with a Humana Medicare Advantage plan or one similar that will fit into what they need — pharmaceutical and healthcare marketers should be wondering how best to take advantage of this.

While most industries have suffered as a result of the virus, one that has actually been affected positively is the pharmaceutical industry. There has been an increase in pharma jobs as companies look to conducted more research on the COVID virus, there has been an increase in demand for COVID test kits that thee companies can make, and, of course, the production of the vaccine has been at the forefront of the industry for a while.

And pharma companies haven’t been afraid to increase their marketing to cater to this increase in demand. Indeed, coronavirus impacted planned ad spend in March and April, but recovered quickly; prescription drug spending and video performance remained steady and in most cases increase. Since May, ad spend is up YoY. Performance testing, creative solutions to information requirements, and the power of Native will bring pharmaceutical marketers the most success now and beyond. Pharma marketers: here’s what you need to know and how to adjusting your pharma marketing strategy.

Slight Dip in Spend in March and April, Then Major Spending

In March and April, the pharma marketing situation looked a bit dire. In one eMarketer survey, respondents were asked, “What is the level of coronavirus-related strain on your practice?” 41% said severely. An IAB survey found that 70% of buyers had adjusted or paused their planned ad spend. But it was barely a blip: by mid-April, spending began to climb again.

Pharma Ad Spend Increased YoY

If there was any cut in pharmaceutical digital ad spend in March and April, it was short-lived: By May, medical and pharma marketing ad spending was up 56% overall year over year, according to MediaRadar. And according to an August eMarketer report, US B2B digital healthcare ad spend increased 41.2% from 2019 to 2020.

Some concrete examples: for the first six months of 2020, Pfizer digital advertising is up 532%, Amgen is up 216% and GlaxoSmithKline is up 151%, according to MediaRadar‘s data. Biotech companies saw a 171% spike in ads to professionals and tended to focus on COVID-19 messaging around things like antibodies and testing, according to BioPharmaDive.

Prescription Drug Spending Soared

Prescription drugs soared 123% over typical spending levels during the spike-and cancer drugs in particular (MediaRadar). There was an increase in overall prescriptions filled just before the start of social distancing-mid-March volumes were up 10% compared to peaks in early February. By the end of the month, however, rates leveled off, according to BioPharmaDive. Two things seemed to happen: patients “stocked up” on prescriptions pre-social distancing and lockdown, and have continued to fill prescriptions even without in-person doctor visits.

Programmatic Video Delivers on Performance & Flexibility

Pharma saw an uptick in programmatic video ads, driven by the need for flexibility and convenience during the pandemic, according to Innovid co-founder and CTO TalChalozin. Programmatic ads found fans with industries’ looking to be more agile during the crisis. According to Innovid, Pharma marketing video volume saw 85% year-over-year growth for the last week of July. The pharma market saw jumps in both broadcast(10%) and programmatic (9%) video ads for the week.

When it came to where viewers were watching video ads, mobile was the winner at47% at the end of July (FiercePharma). That mobile is leading viewership and engagement is no surprise. Mobile had a 106% higher CTR than Desktop in 1H 2020, according to Bidtellect 1H 2020 platform data. In Q2 2020, Mobile users spent 20% longer on sites per visit after engaging with a Native Ad than Desktop users, and 58%more than Tablet users (Bidtellect 1H 2020 platform data).

Could This Be the Start of a Permanent Shift to Telehealth & DataTechnology?

In-person doctor visits decreased, while reliance on telehealth visits increased. The shift could be permanent. Telehealth visits were near 0% until March 12, when they steadily increased to 28% by April 1. Overall doctor visits decreased 56% in March compared to the average number of visitations in February as of April 1, according to Crossix Patient via BioPharmaDive. And the percentage of doctor visits happening remotely (via telehealth) has gone from negligible volumes to 28.1% of HCP visits since mid-March.

In general, healthcare professionals are hopeful for more advancing technology (like that seen here: https://www.sciquip.co.uk/products/freeze-dryers-and-lyophilizers.html) and data usage for the benet of patients. In a March 2020 Philips survey via eMarketer, 58% of respondents believe healthcare data can be used to improve interoperability between platforms; 57% believe it can be used to improve the accuracy of data, and 54%believe it could improve data security.

Good News for Pharma and Healthcare Marketers

With a slight dip in spend, there’s an affordable media opportunity in there somewhere, so take advantage of those lower prices in your pharma marketing and advertising efforts. Increasing comfort with filling prescriptions without an in-person visit is a great opportunity for pharma marketers, so adjust messaging accordingly. Ditto goes for increasing comfort in telehealth in general; the pandemic forced a greater adoption of virtual health visits and it will likely stick around.

The Power of Native + Pharma

Native is the new standard for effectively communicating brand messages online, and the format lends itself expertly to pharma marketing efforts and unique content needs. Native ads are placed within relevant editorial content, and the formats blend in with the form, style, and voice of the page they appear on. When clicked, they drive traffic to strategically developed editorial. For pharma marketers, their format and placement lend credibility and act as a bridge to a relatable brand or patient story.

Native Ads lead to 3x higher brand awareness and purchase intent (TripleLift), and have proven to boost in-store traffic by 21% – and more efficiently than standard display ads (Sharethrough).

For pharma marketers, the Native ISI units make including necessary information not only feasible but pleasing to the eye. Contextual targeting ensures privacy standards are upheld; if native ads are targeted based on the content of the article rather than using trackable user information such as cookies, this alleviates most privacy, HIPAA, FDA, and other regulatory guidelines, because users have not been tracked or targeted (BioPharmaDive). Bidtellect’s creative team, [b]+studio, works with clients for creative solutions to information requirements, such as carousel units, and our platform offers extensive optimization capabilities to optimize to best-performing units.

The COVID-19 impact on pharma ad spend was felt, if brie􀃖y, but the shift to programmatic video, telehealth, filling prescriptions from home, and the true benefits of native advertising for pharma marketers will be felt longterm.

Pharma Marketing Challenges & Industry Changes Since COVID

Want more need-to-know info? Subscribe to our monthly Bidtellectual newsletter!


Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

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Holiday Creative Assets: The Naughty and Nice List

Holiday Creative Assets: The Naughty and Nice List

The holidays may look a little different this year, so all the more reason to ensure your holiday creative assets are top-performing. Digital advertisers: want to get on the nice list? See ya, bag of coal (or worse, sinking engagement)! Bidtellect’s [b]+studio shares best practices to make your holiday creative assets shine.

Headlines | The first (and best) way to catch a shopper’s eye.

Naughty:

  • Two-word headlines are so 2019. Phrases like “Holiday.Reimagined” or “The Best Running Shoes” don’t draw attention and earn trust. Remember, the headline of your Nativecreative should appear to look like an article.
  • Forgetting to Title Case Your Headlines

Nice:

  • Use Compelling and Educational headlines like “What EveryGirl Wants in Her Closet”.
  • Ask Questions “Did Someone Say ‘Epic 1-Day Holiday Sale?’”
  • Oer to educate or solve problems “How to Create the Most Wonderful Holiday Tablescapes”.
  • Listicles are still the way to go “3 Classic Casual Outfits, Fit for Everyone”.
  • Sense of urgency – especially with sales “Don’t Miss Pier 1’sOne Big Sale & Clearance” or “Spoiler Alert: Your New FavoriteShoe is Here!” or “An Event So Extraordinary, It Only HappensTwice a Year.”
  • Content/Thought Leadership: o􀃠er tips for the best gifts or creative ideas. “The Ultimate Gift Guide for Everyone on Your Nice List” or “How to Wear Adidas Like Your Favorite Celebs”
  • Witty puns with a holiday twist: “Deck the Halls with Boughs of Happy” or “Take a Step in a New Direction this Holiday SZN!”

Description | The copy under the headline – it gives a little extra information about what your product or content offers!

Naughty:

  • A description that’s shorter than the headline. Tsk tsk.

  • Content that doesn’t match what is provided on the landing page

Nice:

  • Make sure your call-to-action in the description matches your KPI. “Beat the heat and save on A/Cs and dehumidifiers from Walmart. Pick from portable air conditioners, window air conditioners, and more! Shop now.” or “These boots are made for anything. The Killington offers constant support with dynamic􀃖ex in every step. Get yours, shop now.”

  • Include a promotional code that is 20% off or higher in your holiday creative. Now more than ever, consumers need discounts. “Soft, flawless skin is truly the best gift. Today only, get 30% o your purchase, plus, get free gifts with purchase. Use code: TAKE30”

  • Offer to solve problems. Remember, most social gatherings will happen virtually – think about how your product will benefit the next Zoom or Facetime call.

Images | Your first and best visual cue – don’t slack here!

Naughty:

  • Text on images. Just don’t!

  • Cluttered images with no focal point

  • Dark images that don’t pop

  • Depressing imagery that makes the reader look away (hello remember it’s the holidays)

Nice:

  • Use people or animals (they are more relatable!) in your holiday creative assets. Think: lifestyle, authentic, and in the holiday spirit. Tug on those heartstrings with images that show emotion.

  • Children, pets, food, and people in images perform best

  • Add some spice with animation or a cinemagraph

Video | Work in video content!

Naughty:

  • Super long videos (yawn)

  • Videos that require sound to get the message across. Not everyone has can hear or have headphones in.

Nice:

  • Short and sweet with a clear message – conveyed with or without sound.

  • Pro Tip: Add subtitles.

Charlotte Otremba is Sr. Manager of Communications and Marketing at Bidtellect.

Yeah, We Had To: Holiday Cocktail Recipes That’ll Make Santa Smile

Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

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