Jul9

Is Print Dead?

4144823A lot has changed in print production since I entered advertising in 1987. Back in the day, printing was a form of art. A good printer was worth his or her weight in gold.

But how times have changed! Especially within the last four to five years. Art has taken a back seat, and it is down to price and speed. So what is a print buyer to do in this day and age? Is print going the way of the dinosaurs?

As I think about it, reviewing the latest research and trend reports, I have mixed feelings. I am a print person, I need it in my hand, but that doesn’t stop me from appreciating the digital world. It simply amazes me how far we have come since I started in this business. Google, YouTube, Pinterest, etc. You can find anything you need within seconds. How cool is that?

But hear this! Print is not dead and still has an important place. Just as radio did not bring the death of newspaper, and television did not bring the death of radio, online media will not kill off print media. A wise marketing plan must include a combination of both digital and print. Target your audience, apply segmentation, and adapt the resource allocation based on how your stakeholders prefer to receive their information. And of course, overlayed with analytics!

Print continues to have undeniable advantages over online advertising. It is narrowly targetable, highly personal, and credible to consumers. People trust the printed page. Audience specificity is guaranteed when trying to reach your customers.

In addition, print is tactile, a comfort food for the brain. Consumers are more engaged reading print, unlike websites, which are often skimmed in as little as 15 seconds. Studies have shown that people read digital screen text slower than printed paper and read less of it.

Technology is playing a vital role as well in print. Through the Ogilvy Innovation Lab and emerging technology, unique advances in printing—such as embedding video, QR codes and even adding smell into print—have not only made this channel more interactive, but more engaging as well.

Print is also relatively long-lived while being a solid vehicle for establishing brand identity. Print advertising will continue to be a viable component for an effective multichannel campaign. Understand your customers and how they want to receive information on your product by using the right vehicles:  real-time analytics will help inform your mix of online, print, collateral and event marketing to ensure your campaign is a winner.

So don’t ignore print. It still plays an important role in your brand’s promotional campaign. I just can’t help wondering how the next decade will affect the advertising world….

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Jul2

FDA Social Media Draft Guidance Released June 2014

fdaLeading up to its final guidance to be released in July 2014, the FDA has released draft guidance on how pharmaceutical companies and medical device manufacturers should interact with social media platforms with regard to fair balance and brand messaging. The first part of the recently released recommendations is focused on how companies post advertising and promotional messages to Internet and social media platforms with character space  limitations, such as Twitter and Google Sitelinks. The second part of the recommendations addresses how pharmaceutical and medical device companies may correct independent third-party misinformation about their brands online. While this guidance is recommended and not required, it will be beneficial for pharmaceutical companies to adopt the FDA recommendations going forward.

A brief review of the FDA recommendations is listed below, along with suggestions for practical implementation.

Internet and social media platforms with character space limitations

In its draft guidance Internet/Social Media Platforms with Character Space Limitations—Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices, the FDA outlines its recommendations for promotion of brand and product information using Twitter and other character-space-limited communications, such as Google Sitelinks. The recommendations are direct and seek to include fair balance in each individual communication.

The most salient points are as follows:

  • Reminder communications, which call attention to the name of a product but do not make claims, are exempt from this guidance
  • The full indication must be used when making claims in a communication
  • Benefit information should be accompanied by risk information within each individual communication
  • The content of risk information presented should, at a minimum, include the most serious risks associated with the product
  • A direct link to a more complete discussion of risk information about the product must be included in the communication

While a link to the ISI is adequate in such communications, the FDA further recommends that companies develop landing pages devoted exclusively to the communication of risk information about their products (e.g., www.product.com/risk). The format for the URL and landing page should clearly communicate that the destination will explain the risks associated with the product.

Many social media tools automatically use link shorteners to keep within the character space limitations of the communications. While the FDA does not directly oppose the use of shorteners, it recommends that the resulting URL denote to the user that the landing page contains risk information. (For example, prod.uct/risk clearly communicates that the destination is about risk.) Another solution to character space limitations is for the company to register shorter domain names that can then redirect to its product sites for use in social media.

One challenge that brands with black box warnings will face following this guidance, especially on Twitter, is in fully communicating risk information within a single tweet. For such brands it will be impossible to communicate all risks in the platform-restricted space; therefore, we recommend against using Twitter as a channel to communicate those products’ indications, benefits, and risks.

The FDA guidance also extends to paid search communications, such as Google Sitelinks. The Sitelinks feature displays up to 6 additional destination URLs for users to choose from when a paid search ad is displayed. In complying with the FDA’s draft guidance, most of the additional destination URLs provided by the brand would link to risk information in an attempt at fair balance, which might portray the product as riskier than it actually is. This might deter some companies from using Sitelinks to promote their products.

Correcting third-party misinformation

The second round of draft guidance from the FDA, Internet/Social Media Platforms: Correcting Independent Third-Party Misinformation About Prescription Drugs and Medical Devices, seeks to improve the quality of public health information by allowing companies to correct third-party misinformation that they find online about their products. Again, these are recommendations; it is not required that a company respond to such misinformation, regardless of whether it appears on a company’s own forum or on an independent third-party forum or website.

The FDA defines misinformation as positive or negative representations or implications about a company’s product by an independent third party. There are two types of misinformation: a misrepresentation of the label, which a brand will typically want to correct, and an exaggeration of outcomes, which a brand may be tempted to leave uncorrected. The FDA recommends that companies respond to both types of misinformation.

If a company decides to correct misinformation on a third-party site, it should:

  • Provide corrective information and a link to corrective information
  • Post corrective information alongside the misinformation or refer to the misinformation in its response
  • Limit the scope of the corrective information to be specific to the misinformation, and keep it non-promotional
  • Correct positive misinformation as well as negative misinformation
  • Keep records of corrective interactions

The FDA clearly states that it will not hold a company accountable for an independent third party’s subsequent actions or lack thereof after corrective information has been supplied. Further, companies do not have to continue to monitor the third-party site after information has been corrected.

Going forward

While it is not feasible for a company to monitor all third-party sites for misinformation about its products, creating Google alerts (or similar) will help ensure that it is notified when user-generated content (UGC) about its products is trending. A company can then respond appropriately if they desire. However, consideration must be given to the level of time and effort that legal and regulatory teams must spend reviewing and filing the corrections versus the impact smaller third-party sites and individual bloggers can have on public health information.

Alternately, a company can and should focus its attention to more prominent third-party sites, such as WebMD, Wikipedia, and brand-specific hubs, in their quest to correct misinformation. This will maximize the intention of correcting the message while appropriately weighting the effort.

Overall, the draft guidance marks a significant milestone in the pharmaceutical industry’s ability to keep pace with other industries in the social media space where consumers are increasingly seeking out health information. This guidance has been a long time coming, and now pharmaceutical companies can jump into social media knowing they will be FDA compliant when the final guidance is released.

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Jun26

Brain Candy: Byte-sized Creative Inspiration for Digital Minds—1st Edition

GKblogWhat I love about being an advertising creative is the eternal search for creative stimulus. Always on the search for something that turns your mind on, makes you “think different” and gets you excited to show your co-workers like it was a grade school show-and-tell.

But it’s this stimulus, or this search for stimulus, that really does inspire truly innovative ways to reach our fellow persons with a memorable experience. Sometimes it’s a cool social media tie-in, or maybe a super-sneaky hidden camera capture. Either way, it makes an impression on us and becomes a reference point for the next creative idea, the next killer pitch tactic.

I imagine everyone has his or her favorite sites to mine Internet gold. If you have a site like that, stop hoarding the good stuff and write the next Brain Candy post. Or maybe you just like calling people out for being “two-thousand and late” like an art director I know here at Ogilvy (who will go unnamed for now).

So for now, I’ve collected a few of my favorite inspirations over the last few months to share with you. I hope you find them as inspiring, hilarious and introspective as I did.

Before we dive in, have you seen the site This Advertising Life? No? Really? Then you have to go now… This should be daily viewing for all agency types.

OK, so here are some vids from across the interwebs that I think are pretty cool. Some of them actually lend themselves well as crossovers into the pharma world. But if you can’t sell-in selfies and Snapchat for the latest patient consumer pitch, at least you have some neat stuff to show before your weekly status meeting.

Every now and again you see something and think, “That is genius.” And you just sit at your computer in total awe of your self-contempt for not thinking of it first. Then you think about what must have been going on in that room for someone to have come up with it. Pure Genius.

 

How do you get a paper poster to turn into a musical instrument? I watched this video three times and I’m still amazed.

 

I guess you really can’t beat selfies, beer and Twitter. You have to love the Danes, and they definitely love their Carlsberg. Happy hour will never be the same.

 

This one has been making the rounds lately at the Chocolate Factory—a really impressive way to use augmented reality. We actually worked this into a pitch recently, and this is totally something you can build into a convention experience…minus the alien invasion, I would imagine.

 

I don’t mean to encourage duplicitous behavior, but you have to admit this is pretty funny. On the other hand, this is proof of concept for a CRM or patient reminder app. This app can pulse out reminder messages to patients to take their meds (adherence), get well soon (post surgical), have a good day (depression), or even send out appointment reminders.

 

I always loved reading about twin studies from clinical psych class. There’s something really cool about having such a perfect control for a study design. But multiples kind of freak me out in person though. Anyway, you should listen to your mother and not chew gum in mixed company, here’s why.

 

So you want to have a goof on that dude who’s using waaaaaaay too many hashtags? Here you go, courtesy of Axe. I encourage you all to try this, on yourself!

 

Now let’s close on a high note…if you’re somehow one of the 2 million people who have not seen this ad, just do it.

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Jun18

How To Milk a Horse

milkIt’s not very often I find myself marveling at a brand’s attempt to “co-opt” an opportunity or marketing “tie-in” to generate awareness and grow their brand. But I’ve really got to give it to GSK and their brilliant tie-in to California Chrome and the Belmont Stakes.

They did not horse around and brilliantly seized the moment for their Breathe Right brand. June is prime allergy season, so for nasal sufferers and excessive snorers, it was a perfect time to raise brand awareness.

The Belmont Stakes, the annual thoroughbred race in New York, was expected to draw in a larger-than-normal crowd due to the media frenzy around California Chrome’s bid to win the Triple Crown. Stir in a little controversy over whether to allow the nasal strips that California Chrome wears, and you’ve got yourself a beautiful opportunity to jump in and make some noise.

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Enter GSK. They signed on as an official sponsor of both the Belmont Stakes and California Chrome.  They launched a huge PR effort, including publicity shots of the horse’s owners posing with Breathe Right strips, a new TV ad “Bed Time Stakes” featuring a jockey getting a good night’s sleep thanks to his strips, a social media campaign with tons of online chatter, and distribution of 50,000 samples at the actual event.

GSK took advantage of the 3Ms—Media, Momentum and Multichannel—so frankly whether California Chrome won the Triple Crown or not, they turned up a winner. Seriously, how often would anyone be talking this much about nasal strips? That’s how to milk a horse.

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Jun11

My First Experience Working on a New Business Pitch

FinishLineAt first I was apprehensive about working on a pitch. And by apprehensive, I mean…terrified. I heard about the sleepless nights. I heard about the weeks in overdrive. I heard about the soul-stealing, confidence-crushing monster (perhaps known by others as a time crunch). I imagined myself going into crisis mode…which isn’t pretty, let me tell you: a lot of crying and a lot of M&M binging. But I soon learned that the Kleenex and the M&Ms wouldn’t be necessary. For me, working on a new business pitch ended up being an amazing experience, and a bit like college orientation.

During my freshman year of college, I was placed in an orientation group. It was The Breakfast Club all over again: a group of people who wouldn’t ordinarily hang out are all put in a room, bring their individual personalities to the table, become friends, and develop a special bond because of their experience together. This experience was replicated at Ogilvy CommonHealth in my first new business pitch that happened just weeks after I started my role as a planner.  Not only was I able to meet a lot of new, amazing people and develop relationships with them, but I was also introduced to what my life would be like as a planner. While these relationships were definitely important for the purpose of the pitch, I really loved that they significantly influenced the work I would do in the future. Plus, it made the office a friendlier place!

Now down to business. So, I mentioned my first new business pitch happened just weeks after I began my role as a planner in CommonHealth.  In my 6 months as an Associate, I had some exposure to Ogilvy’s Fusion system and to market research—all very much on the surface. On this pitch, I knew I would get to go way deeper into a brand than I had gone before. This was the opportunity for me to really get my hands dirty. I couldn’t wait. I was able to be part of the planning process from start to finish for the first time. I researched market trends, I conducted target audience interviews, I drafted the Fusion Journey and Blueprint, and I even got to write the creative brief—all in just a few weeks, and of course with supervision (Thanks, Mindy!). I loved becoming the expert on the client’s business and even more so the target; I loved learning about the different experiences these people had, whether a benefit consultant giving weight-loss program anecdotes, or an HR manager sharing how she chooses health and wellness programs for her company; I got to be a part of their world for a few minutes, and I felt their excitement and pride as they told me about their roles in their companies. I loved being a part of the entire pitch process from the competitive audit down to writing my very first DO Brief. It was a three-week taste of everything I would get a chance to work on in my career as a planner. And it tasted amazing.

Goodbye soul-stealing, confidence-crushing monster (the time crunch again). Goodbye M&Ms. Actually, not goodbye M&Ms, I still quite like your chocolatey crunch—not ready to be rid of you quite yet. But seriously, working on a new business pitch has been one of the most rewarding experiences for me at Ogilvy CommonHealth, not only for the extensive planning experience that I gained in such a short time, but also for the friendships I made along the way. Thanks, team! Oh, and to make my first pitch experience even sweeter, we won the business! I continue to work on the brand and grow my planning experiences every day.

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Apr29

Are Banner Ads Banner Advertising?

doc writing“Half the money I spend on advertising is wasted; the trouble is I don’t know which half” – John Wanamaker[1]

John Wanamaker was a successful U.S. Postmaster General, as well as an effective merchant who owned many retail stores throughout the late 1800s and early 1900s. Wanamaker died in 1922, over 90 years ago.[2]

The question that plagued Wanamaker almost 100 years ago still afflicts many marketers today. Some progress has been made as current technology and data platforms, such as Site Catalyst and Google Analytics, help marketers understand who is receiving non-personal promotions (NPP) like email or direct mail. These platforms even help marketers understand who is clicking to a particular website through emails, and further actions taken after clicking through. However, these platforms cannot aid marketers in understanding the reach and actions from all different kinds of channels.

Tactics such as direct mail, email, fax, postcards, etc., are all targeted tactics. A company can deploy all of these tactics to reach a specified audience of physicians through knowing the HCP’s email, address, and name. This same company deploying these tactics may even divide their target audience into different groups through segmentation of a specialty, age, geographic region, past behavior, number of field rep visits, etc. This company can then understand which tactics are most effective for each segment. For example, direct mail can include a vanity URL, which hematologists may take the most action on. Likewise, pulmonologists may have the most website downloads after clicking through an email. These realizations can help a company specify future marketing communication so that HCPs are individually receiving the NPP that is most appropriate for them.

Targeted tactics can help us understand a lot about an audience, but how does a marketer understand promotions such as banners? Or actions taken on a website if the website does not require registration? How does a marketer attribute these non-targeted tactics back to specific physicians in their target audience? Most healthcare brands cannot currently attribute the money spent on banners and website content to specific HCPs. Companies can engage in cookies or fingerprinting software tracking, but this tracking technology can prove costly and comes with a privacy controversy.[3]

While most healthcare brands are not at an advanced tracking level, marketers can estimate which HCPs in their target audience are viewing which banners. This means we can estimate who these banners are reaching, and who is taking further action on these banners.

We can estimate the effects that banner clicks are having on total response rate, and even the effect of banners on script writing.

We calculate this estimated reach attribution through first breaking up the United States into 212 different designated marketing areas (DMAs). With simple banner tracking, we can then look at which DMAs are receiving the highest number of impressions, and which are receiving the lowest. Then, we can look at each DMA at the HCP level. As long as we understand who exists in a brand’s target audience, we will have each HCP’s address, and can then tell which DMA an HCP lives/works in.

Next, we develop a reach threshold to begin to estimate who each non-targeted tactic is reaching. We take the average number of impressions per HCP in a DMA to develop the reach threshold. If the number of impressions in a DMA were over a predetermined amount, then we would assume that all of the physicians in that DMA have seen the banner. Likewise, if the number of impressions in a DMA were below a certain amount, we would estimate that none of the targeted physicians in that particular DMA have seen the banner.

While our understanding of non-targeted tactic reach is only at the estimation level, this can help us increase our understanding of total reached HCPs, and what channels have reached these HCPs. One healthcare drug in particular, before this estimated reach was analyzed, showed a 93.9% reach certainty through targeted tactics. With the estimated reach analysis added, the brand saw that banner impressions increased their overall reach to 99.7%, and 95.6% of HCPs were estimated to have been touched with banner impressions. This brand had invested a big portion of their budget in banner impressions, and they were ecstatic to find out that banners had reached over 95% of their targeted audience.

This idea of estimated reach could be rolled out to several industries beyond healthcare as a way to fully understand the impact of all tactics without extensive tracking methods. After all, the most important thing that marketers want to know is which half of their advertising budget is money well spent.

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Apr17

Multi-Screen Is the New “Mobile First”

screensFor the past few years, “Mobile first!” has been the rally cry of marketers. The idea was to design websites and ads to work on mobile devices first to account for the growing smartphone- and tablet-using audience. But mobile first is already obsolete; if your strategy doesn’t have multiple screens in mind, then your strategy is out-of-date.

Time spent on mobile devices is steadily increasing. Throughout the day, consumers are moving seamlessly back and forth between many devices, from laptops to smartphones to tablets to TVs. In fact, 90% of consumers start a task on one device and finish it on another. Oftentimes consumers are using more than one device at a time, fluidly flipping back and forth between screens.

This complexity in user behavior makes it imperative for marketers to embrace a multi-device strategy, not just a mobile-first one.

You must now develop ads that work across these multiple devices. The ads should seamlessly leverage the characteristics of each device for optimal user experience. Additionally, where consumers used to be focused on one device at a time, now they are on multiple devices simultaneously, so messaging needs to adapt to the multi-device paradigm as well.

Consumer search trends support the need for multi-screen advertising. According to eMarketer, U.S. mobile search ad spending grew 120.8% in 2013, contributing to an overall gain of 122.0% for all mobile ads. Meanwhile, overall desktop ad spending increased just 2.3% last year. Marketers should not only develop ads for multiple platforms, they should optimize their spending across platforms as well.

Ad targeting also becomes paramount in the multi-screen world. Targeting ads to specific devices and operating systems is the most basic method of mobile ad targeting. But much like the desktop environment, user insights can be culled from the type of content consumed on tablets and smartphones. These insights can then be used to further target mobile audiences.

As consumers continue to access content across multiple devices, marketers must continue to grow and change with them to meet their needs no matter which device(s) they are using.

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Apr10

The Cycle of DTC

blueskyThe history of DTC advertising (and by that I mean all consumer/patient outreach, not just TV), has seen a number of highs and lows over the years.

When campaigns first launched in the late ’90s and early 2000s, we watched as pharma marketers and their agencies worked to create brands out of medicines that, quite frankly, most users didn’t really want to have a relationship with.

During that time, we watched as Claritin and later Clarinex integrated graphics and special effects into their messages; we were introduced to critters including the Zoloft blob and Digger; we applauded the uniqueness of Vytorin’s “food & family” representation of the 2 sources of cholesterol. The Lunesta moth was heralded as iconic, while some of us scratched our heads over the story of Abe & the beaver as told by Rozerem.

The list goes on and on…. The point being, these were campaigns that sparked a reaction (good and bad), told a story, leveraged an insight, and by most accounts, helped our clients successfully market their drugs.

By the late 2000s, many of us noticed a perceptible shift in pharmaceutical campaigns. Some of this was coincident with a number of significant safety issues that prompted some of the major advertisers to pull back, and as more and more companies sought to “preclear” their ads through DDMAC and then OPDP, the feedback, in many cases in my experience, resulted in campaigns that while still engaging on some levels appeared to stop just short of eliciting any kind of emotion or reaction (again, good or bad). Our work still resulted in positive ROIs, it still won awards, but it just wasn’t the type of work that had people talking.

I’m happy to say that lately, the tide seems to be turning. Recent advertising for Crestor reinforces a positive brand experience by literally depicting a patient as a fan. A fairly light-hearted approach that still seems appropriate and responsible, still depicts the risks and benefits in a balanced manner, but one that evokes an emotional reaction, and presumably for Crestor users present and future, a connection with the brand. And campaigns like Novartis’ Gilenya illustrate how a brand can connect with patients—literally and figuratively.

Another positive outcome of this shift back to more emotive and insightful DTC appears to be a resurgence of more disease education. These campaigns are not only getting people to the doctor for appropriate medical advice and care, they are inspiring conversations and connections. Gilead’s “Full Frontal” campaign is provocative and buzz-worthy on the basis of its name alone…but the drama of the idea coupled with the real patient stories just increases the emotional impact and call to action.

So the next time a DTC ad turns up on your TV or Facebook feed…don’t skip it…you might be pleasantly surprised that DTC is back!

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Apr8

Mad People…and the Cadillacs That Drive Them

thumbnail BRUNEIt was recently brought to our attention that the “American way” is rooted in a belief that hard work in the pursuit of “stuff” is how we do things…and central to what makes us exceptional. In fact, nothing is (apparently) more foreign to us than the thought of being away from work for more than a week at a time. Can we even conceive of taking the entire month of August off? We might agree that it sounds nice, but we have our priorities straight.

Or do we? When evaluating work/life priorities, ask yourself these questions: “How many vacation days have I banked…and how many will I bank this year?” The truth is there are a lot of folks who find it difficult (or completely impossible) to take all their vacation time and, perhaps even worse, to “unplug” and thoroughly enjoy a hard-earned week away from work. The very nature of our business makes it all too easy for us to justify checking in periodically; but doesn’t this come down to personal choice?

The question of “work-life balance” weighs heavy. It haunts us a little, and taunts us more. Not surprisingly, it’s a question that routinely makes an appearance in our Town Hall meetings…what should be surprising is that so many of us have allowed it to actually be a question. None of us deny the importance of “checking out” or “recharging” (which, oddly enough, sounds like work). So why don’t we take our own advice?

Is the answer found in a TV commercial that has proven brilliant in its well-calculated (or serendipitous) controversy? A commercial that has generated so much chatter precisely because it can be interpreted to equally support—or refute—opposing political and social agendas?

The spot raises some interesting points regarding the value of the American work ethic vs the unseemliness of American consumerism. The fact that it provides a strong argument for both sides makes one wonder: is it a spoof? Is it accurate, something to be proud of? Or is it offensive, the epitome of the “ugly American”? Buried in most discussion lies the question: Will it sell? Time will tell, but at least that brings me back to our world of advertising.

There’s little doubt that agency life as depicted in Mad Men has evolved (we seem to smoke less, at least). But there are some lingering traces of that world that we might not feel so good about. One of which is the work-life balance.

Along with agency politics, financial stress and creative differences, the world of Sterling Cooper etc is largely populated with Mad People. People who never seem to “leave” work. They leave the office (eventually), they go home, and they go out (usually with coworkers); but the office is a constant companion.

In Mad Men, we also see Don Draper’s career arc accentuated by (among other things) the car he drives. When the show opened it was an Oldsmobile…within a few years he’s in a Caddy. As consumerism goes, he is living the American dream…and his work-life balance predictably bottoms out to the left.

Of course, life in America has changed considerably since the ’60s, and the concessions in “quality time” that we make are driven by some newer realities. We’re as interested as ever in collecting our toys, but the cost of a college education (as one example) now applies significant additional financial pressure. And, unlike the ’60s, college is more of a mandate than a privilege—keeping up with the Joneses now absolutely includes college. This and other factors have no doubt influenced the decision by many families to take a 2-income approach, which can create scheduling issues that make it even more challenging to strike a thoroughly satisfying balance in life.

Is the answer as simple as being less driven to succeed? Probably not.

Just as the character in the Cadillac commercial advises us, hard work can get you the stuff that proves you work hard. But the point he, Don Draper—and perhaps too many of us—may be missing is that hard work is most valuable when we make the same commitment to take the time, to enjoy time.

The work will be there when you get back. But you’ll be living the American dream, with just a dash of je ne sais quoi.

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Apr3

Benefits of Rich Media

The digital pharmaceutical advertising market is proving to be a growing and changing market.  Gradually over the past couple of years, more innovative tactics have become more relevant. Rich media is one tactic that has become more widely accepted not only by pharma companies and advertisers, but also by publishers. Some of you may be asking, what is rich media and why is it becoming more popular?

Rich Media Banner—This is an ad that can contain images and/or video and involves some kind of user interaction which can elicit strong user response. The ads can include multiple levels of content in one placement.

what_is_rich_media_small

 

 

The benefits of using rich media:

Ads Expand—The creative expands when the user interacts with the main image (for example, by clicking or mousing over it). This allows for a larger area to display more robust information, creative artwork and messaging while still being able to include a scrolling ISI and creative assets (videos, clinical data, polls/surveys, etc).

Breaks Through Banner Blindness—Banner blindness is a phenomenon in web usability where visitors to a website consciously or subconsciously ignore banner-like information, which can also be called ad blindness or banner noise. Rich media ads are more attention-grabbing and interactive, which helps separate them from being banner-like. Rich media banners also have proven to outperform standard display banners in key metrics such as time spent and interaction rate.

Information—Rich media banners can contain a significant amount of information, especially compared to standard display ads. This information can consist of videos, charts, clinical data, polls/surveys, or multiple creative messages. This allows advertisers to reach a larger target audience while also providing more options for multi-indication brands in one banner ad.

Metrics—The metrics in rich media banners are also greatly improved. Rich media offers standard metrics and also custom metrics. Standard metrics are more commonly known and consist of metrics like total display time, number of expansions, interactive impressions, and interactive rate. Custom metrics are added to components within a rich media banner, and only three different types are used: exits, counters and timer. These custom metrics can actually track a variety of calls to action within a rich media banner, like links within the banner, time spent on certain screens or data, and of course any click-through calls to action. These robust metrics offer a huge advantage over standard display banners which rely heavily on impressions and clicks.

User Experience—Overall user experience is improved through the use of rich media. The creative messaging can be so robust within a rich media banner that a call to action such as a click-through is not required. This actually allows users to stay on the same page where they saw the rich media banner, as opposed to clicking on a non-rich media banner that takes them to an entirely new page.

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