SMART TARGETING MEETS BIG PHARMA: For decades pharmaceutical advertising was sequestered only to print mediums, because the FDA mandated a certain amount of legalese be printed within the ad. Then in 1997 regulations were loosened enough to make pharma advertising feasible on television. Now fast forward to 2017, when Big Pharma is expected to spend over $6B on advertising in the US. Yet digital media’s pharma revenue is still relegated to the proverbial kids’ table. That is, until now. Digital publishers such as Facebook and Pandora are now aggressively pushing into pharma with a compelling new combination of reach plus precision targeting. As noted in the attached STAT News article, Digital’s newfound success is based on its ability to create audience segments of consumers who are more likely suffer from particular ailments, and then overlay HIPPA compliant “mirco-neighborhoods” using 3rd party data from companies like Crossix. The result is a potent new breed of precision drug advertising which is sure to give Digital a more prominent seat at the table.
TRITON’S JULY RATINGS: Yesterday Triton released its July’17 Webcast Metrics Ratings. Overall consumption of streaming (AAS) was down 4% compared to June, which is in line with the normal summertime seasonal slump. But the YoY growth picture still looks strong, with the industry going +14% over June’16. The pureplays continue to dominate with Pandora and Spotify in their usual top spots. In a carryover from a trend I touched on during Monday’s blog, the broadcasters’ collective stream listening was actually down 3.6% vs. July’16 – another sign that they’re not keeping up with the migration towards streaming. RAIN has a summary in the attached link and the usual historical graphic is below.
ADWEEK’S READERS’ CHOICE AWARDS: Finally, if you’re looking to kill a few minutes today AdWeek has opened up voting for its annual Readers’ Choice Awards in the attached link. Although this survey is far from scientific, it’s a great way to vote for your digital favs in a format that many industry insiders will see. Of course, I’m biased to one particular audio streamer (beginning with a P) for the Hottest Music App in question #18. I also got a kick out of #17 (the Hottest Romance App) because Tinder is so romantic, right? The best part of this survey is that you can vote as often as you like. So in true Chicago spirit please vote early and vote often. Time to run up the score DG Nation!
Have a great Wednesday guys!
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