Online advertising shows significant impact on brand awareness

4 Aug 2008

Though focused on the pharmaceutical industry, the study may have broader reaching appeal to e-marketers in other industries.

According to a recent comScore study, in conjunction with pharmaceutical marketing consultancy Evolution Road, getting a patient to visit a branded Web site is the most effective form of online pharmaceutical marketing, with an incremental patient adherence rate nearly 20 percentage points higher than among those who did not visit the Web site, and an incremental new start rate for prospects nearly 5 percentage points higher than the control.

In evaluating the impact of banner ads, search marketing, and visits to a brand Web site on a brand's awareness, favourability and sales results among both patients and prospects, the study found that exposure to, and interaction with, online ads also improved adherence rates among existing patients.

Patients exposed to an ad showed a 4.0-point lift in adherence and patients who interacted with an ad exhibited a 9.5-point lift.

The benchmarks study summarizes the performance of 32 individual studies involving more than 10 prescription brands, using the comScore one million person U.S. panel to passively observe behaviour.

Bridget O'Toole, comScore executive vice president, said "The most effective online marketing tool... is the brand's Web site... visits to a brand Web site (though) are achieved through the use of a variety of offline and online tactics, such as online banner ads, search and offline advertising... marketers (should) develop fully-integrated campaigns... raise awareness, educate consumers, ... (and) drive visitation to a site."

The study found that exposure to, or interaction with, banner ads yields an incremental lift in brand awareness and favourability among existing and prospective patients. For prospects, exposure-only to an ad had a significant impact on both aided and unaided brand awareness. An even greater incremental lift in aided awareness and unaided awareness was achieved when consumers interacted with a rich media ad.