Pharma marketers take note. Looking for higher click engagement? Run ads Monday and Tuesday. If higher conversion engagement is the goal, though, then it’s Tuesday and Saturday. In terms of the best time—the peak is around 3 p.m. for click engagement and 9 p.m. for conversion, all according to advertising software company Viant Technology.
With healthcare advertising continuing to grow and digital looking to overtake TV ad spending in the future, Viant, which runs programmatic platform Adelphic, studied the data from September 2020 through August 2021.
Thanks to the multitude of moving parts in digital, many marketers are moving to omnichannel platforms allowing for more return on ad spend.
“More and more, what we’re seeing is about 95% of all the campaigns that we have in the pharma vertical are operating on at least two channels—so [Connected TV] plus mobile, or digital out of home and audio and mobile and so forth,” Steven Ohrnstein, Viant’s SVP of platform automation and analytics said.
In fact, three-quarters of all conversions happen on a different device than the original ad impression.
When Google finally fully removes cookies in 2023, there will be a reckoning in digital advertising.
“That will be the official great Apocalypse,” Ohrnstein said, because without cookies there will be no way to target track anything on any device.
So what’s next? Ohrnstein noted that “with the rise of emerging channels, such as Connected Television, it has become increasingly critical for marketers to be able to target and measure at the household level. The future is household-based. It’s more privacy-compliant because we’re moving from a one-to-one personalization to a one-to-some personalization.”
by Sharon Klahr Coey
Source: fiercepharma.com
CureVac and the University of Texas’s MD Anderson Cancer Center have announced a co-development and licensing agreement to develop novel messenger ribonucleic acid (mRNA)-based cancer vaccines. The strategic collaboration will focus on the development of differentiated cancer vaccine candidates in selected haematological and solid tumour indications with high unmet medical needs.
FUJIFILM Corporation is planning to invest $1.2 billion to expand the planned FUJIFILM Diosynth Biotechnologies manufacturing facility in Holly Springs, North Carolina, US. This news follows the organisation’s announcement of a $2 billion investment in the facility in March 2021. This additional financial boost totals the investment to over $3.2 billion, FUJIFILM confirmed.
Sanofi’s global restructuring and downsizing is now fully underway, with layoffs stretching to the company’s Belgian offices. Belgian newspaper De Tijd reports that 67 employees have been laid off at a site in Ghent and 32 jobs are on the chopping block at Sanofi’s Belgium HQ in Diegem.
