Daily TV and Internet Advertising

20.10.2023

Daily TV and Internet Advertising: How to Increase the Effectiveness of Advertising Campaigns in the Pharmaceutical Industry

In the pharmaceutical industry, an effective advertising campaign is a key success factor. It helps to raise the brand awareness, increase sales, and attract new customers.

Оn the base of PromoTest Ukraine market research system, which monitors the advertising activity of pharmaceutical companies on a monthly basis to assess the competitive situation and promotion efficiency, a new panel has been added to monitor advertising on TV and the Internet on a daily basis. It shows both sales and advertising volumes on a daily basis and immediately displays the interaction and interdependence of these two processes.

TV+Internet advertising and daily sales. Examples:

In this article, we’ll review how daily monitoring of TV and online advertising can help to Product Managers of pharma companies and pharmacy chains increases the effectiveness of their advertising campaigns.

Comparison of advertising and sales data

The Ukrainian pharmaceutical market is moving to daily reporting and monitoring. When it comes to TV and online advertising, the most effective way is to compare daily advertising to daily sales. The response to both TV and online advertising can even be instantaneous.

The current trend understanding will help you change your tactics and take the necessary steps without delay. Usually, reporting data is used to analyze the effectiveness of your own advertising campaigns and make decisions on how to improve them. But the dashboard also helps to study the activity of competitors and the effectiveness of their interaction with the target audience both tactically and strategically. It is strategically important to understand whether online or TV advertising has a greater impact to optimize investments in brand promotion. Based on the information obtained, you can make a decision to change the tactics of the campaign and reallocate the budget without hesitation.

TV+Internet advertising and daily sales. Examples:

Data accuracy and reliability

When choosing a product for daily reporting on TV and online advertising, pay attention to factors such as data accuracy, efficiency and ease of use. The new product is based on recognized research panels to ensure high data accuracy.

Data sources:

TV advertising: “RAZOM group

Internet advertising: Gemius SA

Since the monitoring can provide data on advertising on various platforms, including the Internet and Television, the new product has a wide coverage and a wide variety of filtering parameters (brands, manufacturers, INN, ATC, EphMRA, etc.).

Performance: the product provides daily data (on the 3rd day) to quickly respond to changes and adjust the campaign in accordance with current trends.

TV+Internet advertising and daily sales. Examples:

Advertising performance indicators

It is important to use the right performance metrics when comparing advertising and sales data. Such indicators include:

Investment volume: the amount a company has spent on advertising
GRP: the overall rating of the potential audience that saw or heard the ad.
WGRP: the rating of the potential audience that saw or heard an ad of a certain frequency
Number of impressions: the number of times an ad was shown
These are the indicators that are used in the work of the dashboard

Efficiency

Daily reporting on TV and online advertising allows marketers to respond quickly to changes and adjust campaigns in line with current trends.

For example, if sales of a certain product start to decline, then marketers can increase the volume of advertising, or change its content, or change targeting settings based on the findings.

Usability

The data format provided by the Daily TV and online Advertising Report allows marketers to analyze information on both PCs and mobile devices. This enables them to make decisions quickly and efficiently.

TV+Internet advertising and daily sales. Examples:

Potential users

Daily reporting on TV and Online advertising is useful for marketers of pharmaceutical companies and pharmacy chains.

Marketers of pharmaceutical companies can use this information to:

Comparison of advertising and sales data allows you to evaluate the overall effectiveness of an advertising campaign and understand the need for adjustments to improve results.
Identifies the strengths and weaknesses of an advertising campaign. Working with the daily advertising report helps to evaluate the effectiveness of your advertising strategy and that of your competitors
Shows which days of the week are the most effective in attracting customers to optimize the advertising budget and rationalize the use of resources
Helps to identify differences between the target audience on TV and the Internet
Operational tracking of competitors’ advertising activities gives an understanding of what tools they use, and how the market is segmented in order to take timely countermeasures

This information can help pharmacy chains plan their drug stocks during promotional campaigns.

Daily reporting on TV and online advertising is a valuable tool for marketers of pharmaceutical companies and pharmacy chains. Of course, you might ask: “Why do I have to buy your new dashboard additionally, I already have similar data from my provider?” The Ukraine SO+TV Daily dashboard is:

An opportunity to verify the data presented to you by the providers. Our company is an independent third-party observer, we have no personal gain and no additional financial motivation. Our reports reflect the market situation as it is
You get information on all competitors in the market in one report. During the period of strategic planning, it will be easier for you to make a decision on whether to launch advertising
When it comes to online advertising, it’s not easy to get objective data. Our monitoring covers 80% of the entire Ukrainian Internet space