Advertising

Skip to main content
Advertising

Download the Marketing with Purpose playbook to get actionable tactics to start your inclusive advertising journey today

TV and search insights for Pharma advertisers

July 2021

Microsoft Advertising Insights took time to compare search behaviour across two health conditions: rheumatoid arthritis (RA) and psoriatic arthritis (PsA). In the study, three creatives were shown on television ads: a single creative for RA, a single creative for PsA, and a dual-condition creative containing both RA and PsA. We set out to answer one key question: in comparing single- and dual-condition medication name TV creatives, which is most likely to cause an immediate behaviour change resulting in pulling up a search engine and searching for the brand?

Our research found that of the individual creatives, single-condition creative for RA had the largest uptick in searches and clicks. However, dual-condition creative had the most consistent positive performance with condition-containing queries. Search and TV ads were successful when paired together, regardless of creative. For instance, when combining offline and online channel strategies, there is a 45% lift in ROI compared to a single channel strategy. To learn more about how you can combine your search strategy with your television ads, download the insights today.

 Download the insights