Digital ad spending climbs

PHARMACEUTICAL marketers in Australia are increasingly utilising online channels to promote their products, with new data collated by advertising analytics firm Standard Media Index indicating a shift in spending from content sites into social media and “programmatic” online advertising.

The figures reveal a hefty 31.7% year-on-year increase in digital media costs in the first quarter of 2017 to $5.6 million, representing 16% of the estimated $34.9 million spent in total by pharmaceutical marketers during the period.

Pharmaceuticals now comprise the 18th largest category measured by Standard Media Index, which collates actual advertising payments from major media buyers.

The company claims its unique data enables marketers to determine whether they are underor over-investing in the various channels versus their peers.

During Q1 2017 pharmaceutical advertisers grew search spending by 46.3% and programmatic services by 91.7% - while the biggest increase came in social media which was up 168%.

Standard Media Index Australia/ NZ managing director Jane Schulnje said the data showed pharma companies were increasingly embracing digital channels.

She said shifting away from content sites indicated companies saw digital as a “strong option for many consumers when they are researching and purchasing brands”.

Categories analysed include analgesics, brand/sponsorship, skin/respiratory, supplement/ vitamins and “other pharmaceutical products”.