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 But mobile first is already obsolete; if your strategy doesn’t have multiple screens in mind, then your strategy is out-of-date.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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Also posted in content marketing, Content Strategy, Creativity, Data, Digital, Digital Advertising, Healthcare Communications, Media, Multi Channel Marketing, Strategy, Technology | Tagged , , , , | Leave a comment
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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Also posted in Creativity, Direct-to-Consumer, Healthcare Communications, Media, Personal Reflections | Tagged , , , , | Leave a comment
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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Also posted in Analytics, Data, Design, Digital, Digital Advertising, Healthcare Communications, Media, rich media, Strategy, Technology | Tagged , , , , | Leave a comment
Feb26

Digital Trends Impacting US Healthcare – Infographic

In the past year, digital innovations have brought about new markets and channels for digital health interactions. This infographic is a visual mapping of the technologies and innovations which are already playing a key role in shaping the future of healthcare and the experiences and journeys which surround it.

Of course the ACA is affecting healthcare coverage, but it is also affecting our healthcare experiences by placing increased importance on and driving more frequent interactions with NPs, PAs, and Pharmacists. Additionally, more priority has shifted to consumers to educate themselves and take responsibility for their own health, especially when combined with our growing culture of social media and trust networks, and recent draft guidance from the FDA. Video remains hot, but the trending has shifted to the length of videos patients are consuming, increasing its relevance to pharmaceutical marketers. Mobile and tablets continue to grow rapidly, with and quantified self driving deeper engagement though apps, not just web. Last, but certainly not least, EHR is poised to enter the next phase of meaningful use, setting the stage for a platform shake-out as certification requirements evolve to provide more and deeper data sets to systems of connected health as providers continue to on-board.

Infographic of important technologies that impact digital healthcare marketing.

Infographic of important technologies that impact digital healthcare marketing.

Technology is evolving fast, and healthcare, believe it or not, is keeping pace and even leading the charge on many fronts. Spurred on by government mandates and initiatives, innovative organizations ranging from Google and Apple to Silicon Valley startups like Practice Fusion are quickly carrying the ball forward, sometimes struggling to keep pace with consumer expectations of today’s technology. It’s these digital healthcare innovations which have set the trends affecting us today, and will carry us forward to tomorrow.

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Also posted in adherence, Data, Digital, Digital Advertising, Healthcare Communications, Infographics, Managed Care, Marketing, Media, Medical Education, Multi Channel Marketing, Patient Communications, Physician Communications, Research, Social Media, Strategy, Technology | Tagged , , | Leave a comment
Feb21

Choosing Your Road—Transitioning From Bench Science to Specialty Healthcare Communications

road

 

 

Two roads diverged in a wood, and I, I took the one less traveled by…  – Robert Frost

A common question floating around the brains of many researchers is, “Where do I see myself in the future?” It was one that I faced many times throughout my scientific training. The well-travelled path of continuing in academic research is the one that is traditionally followed. But if that’s not for you, what is it like transitioning away from research and into medical/healthcare communications? After years of being a “bench scientist,” the transition to working in an alternative career can be a little scary. As researchers, it may feel like we’re not prepared for a career outside of what we know, but our training actually provides us with a thorough, deep understanding of science and a lot of transferable skills. These skills, including the abilities to learn quickly, problem-solve, integrate information from varied and disparate sources, and communicate and advocate concepts and ideas, can be assets for both the company we work for and the clients we work with. Additionally, it can be really exciting to work on the “other side” of the biomedical industry—taking highly complex scientific information and communicating it to stakeholders in simple and meaningful ways. When working in research, as a natural function of the job we tend to focus very specifically on a disease state and even on a particular pathway or phenomenon within that disease state. As a member of Science and Health Strategy within Specialty Marketing at Ogilvy CommonHealth, I have had the opportunity to touch many aspects of a product’s lifecycle, including brand identity and development, HCP marketing, direct-to-patient marketing, medical advertising and promotion, and scientific communications. Through this career path, I have been able to expand my scientific expertise from a background in virology and immunology to one that encompasses a wide array of therapeutic areas, including oncology. Additionally, through this career path, I’ve been learning more about the multiple channels of communicating scientific/medical information. If you realize that you want to move away from academia or research but don’t know how you can transition, here are some ways the skills we learned as scientists, combined with our scientific knowledge, can apply in the medical/healthcare communications field: 1. Problem solving: As researchers, at some point or another we’ve had to MacGyver our way into how to do an experiment for the all-consuming paper or thesis. It may have involved trying to trouble-shoot an experiment, figuring out how to borrow and extend reagents because research funding was low, or convincing a company that their product was faulty and they needed to return the thousands of dollars you wasted (not to mention time) because of said product. (Yes this has happened, and it was definitely a “no really, it’s not me, it’s you” and “I need a DeLorean” type of situation). When it comes to alternative careers, problems will still be a fact of life. Your ability to recognize the issue, assess the situation, and come up with a solution will be a great asset. 2. Communicating and advocating concepts and ideas: With the number of times we’ve had to give seminars, poster presentations, write papers and abstracts, and present our data at meetings, you’d think we’d have the communication thing down cold. While we have a lot of experience in the art of communicating our ideas and research to a high-science audience, we often forget that they actually aren’t our only audience. An important piece of advice I received when I was a second-year graduate student was to learn to be able to tell people what you do in just a few sentences. Nobody knows what you do better than you do, so this is the best and sometimes most complicated place to start. In a career in healthcare communications, it’s important to be able to communicate high-science information in an easy-to-understand manner. In this career, you’re writing messages for doctors, nurses, patients, and caregivers, so you have a very varied audience in terms of scientific knowledge and expertise. Don’t underestimate the importance of communication and public speaking skills. 3. Integrating information from disparate sources and critically analyzing data: These two skills (which actually encompass many other skills as well) are particularly important for medical/healthcare communications. In this field, one of your jobs is to pick out useful nuggets of information that can help promote your client’s product and position it appropriately in the market, while remembering that fair balance and ethics are critical. Being able to critically analyze data and integrate information can also be useful when strategically comparing your product against the others in the marketplace. When looking for the right opportunity, make sure you find a position and company whose goals and mission match your skills and passions. It’s also important to look for an employer that values its employees having diverse backgrounds so that it can develop solid teams capable of different points of view with a high degree of depth in their respective fields. Ogilvy CommonHealth Worldwide is one such company that embraces this, and as a result is able to develop unique solutions based on a strong scientific platform communicated across various channels. As a scientist who previously worked with other scientists, it’s been an incredible learning and working experience to be able to function on teams comprised of people of all different backgrounds—from art to copy to project management—and converge all of our talents to provide our clients with marketing, advertising and strategic solutions that are unique and smart. Knowing yourself and what you can offer are the first steps to choosing a path that is beyond the traditional…don’t be afraid to take the road less traveled. CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.

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Feb18

Taking the Pulse…Tuning In to the New Patient Network

1741356 sA guest blog post from Craig Martin – Chief Executive Officer of Feinstein Kean Healthcare, an Ogilvy & Mather Company

Most of us are far too young to remember the early days of television. What I do recall from my childhood is that three networks owned the airwaves, large numbers of people followed a small number of notable programs, and the screen turned to fuzz at midnight. You made note of the TV Guide schedule, and you adjusted your schedule to the TV shows that interested you. The networks and the stars were in charge.

A lot has changed since then, obviously. There are now countless networks, and seemingly limitless numbers of shows. Reality television has made stars of “ordinary” people. And the digital age has made scheduled programming obsolete—the content follows you and adjusts to your life and device of choice, not the other way around.

Why wax nostalgic about the evolution of broadcast television? Because I believe a similarly dramatic transformation is under way in our field. The old channels and choices are fading to fuzz. A new era is dawning.

For years, healthcare PR relied on a few channels and reliable choices to reach, inform, and market to patients. On behalf of our clients, we used traditional media (earned and paid), events, celebrities and big disease education programs to build awareness and get patients to “talk to their doctors about…”

Today—as more of the burden of choice, comparison, and cost gets shifted to patients, as diseases become more and more categorized via genomic analysis and molecular diagnostics, as medical practice and health become more universally digitized, and physicians and pharma become more responsible for outcomes vs. treatments—the traditional big, broad-channel approaches are becoming less relevant and effective as a means of reaching more and more narrowly defined populations of patients.

These trends are leading to the establishment of entirely new channels and networks, made of up patients identified and aggregated virtually through the sharing of personal medical information and data. In other words, the audience is creating the network, and continually informing the programming through the data they share. Now, rather than casting a wide net via mass media and hoping a narrow audience will be watching, we will have ready-made networks, open 24/7, waiting if not demanding to be engaged. This opens up new frontiers for micro-targeted, real-time communication and measurable engagement, based almost exclusively on digital content and social influence.

Not long before the holidays we learned that Feinstein Kean Healthcare (FKH) and a select group of partners won a million-dollar government grant to develop a “patient-powered research network” for the multiple sclerosis community. This is an exciting development, but not because of the money. This new kind of network represents the leading edge of the transformation I’ve described, and we’re now right at the forefront as well.

In the days and months ahead, we’ll continue to evaluate the pace and progress of change, and work to assure that our thinking and services are aligned with where the world is headed. Naturally, we don’t want to get too far out ahead of the trend, but we must be informed and equipped to lead when the market is ready.

I believe, as this new era unfolds, we will find there are many exciting opportunities ahead for us to engage differently and far more meaningfully with patients.

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Also posted in adherence, behavior change, Content Strategy, Customer Relationship Marketing, Digital, Digital Advertising, Health & Wellness, Healthcare Communications, Patient Communications, Public Relations, Social Media, Technology | Tagged , , , , | 1 Response
Feb13

You Might Not Realize It, But You Can Be Working For The MI6

MI6What interested me most about James Bond’s career, and, most importantly, that of his support staff, is the development and implementation of a unique and highly versatile arsenal of innovative technology. Starting with Bond’s pager in From Russia With Love, followed by that pen-sized-underwater-oxygen-recycling-breather-thing in Thunderball, or the way-ahead-of-its-time GPS tracker in Goldfinger—all these are examples of an unmet need in spymanship being filled by technology: well researched, well developed, well implemented, and well working.

While recently sitting in a conference room at one of our healthcare client’s headquarters, going through scenario after scenario of possible ways technology can minimize barriers to patients’ prescribed treatment regimen adherence, it was Mr. Bond that my mind turned to.

On a scale from zero to life-changing, healthcare is one of the areas where technology can play a crucial role and provide life-impacting value.

I think back to that scene in Casino Royale where Bond drinks the poisoned Vesper Martini and finds himself staggering back to the car to find a solution to his newly acquired ailment. But which vial from the glove compartment should he inject himself with—blue or red? One will cure him on the spot, the other, of course, will immediately kill him. And here is where technology comes in. He takes a blood sample. The results sync up with the poisons directory back at MI6. On the other side of the globe, Bond’s team reviews the reading in real time and points him to the correct vial.

Oh, and unlike the mini-rocket-launcher cigarette from You Only Live Twice or the bagpipe flamethrower from The World Is Not Enough, this blood-sample transmitter and reader are now out in the market, available for purchase.

In the days where Astounding Innovation greets Cost Efficiency over a bottle of Realistic Possibility for Implementation, the internet of things continues to blossom all around us. Your carbon monoxide detector can now know when you started cooking and tell your thermostat to turn down the heat by 6 degrees; or dim your lights when you walk out of the room; or your door can unlock itself when it senses you down the street. Your FitBit, by linking up with your blood-glucose monitor, can adjust your Seamless menu selection and choice of restaurants for the day (unless you run around the block a few times, that is…). You can start your car with a simple wink. Or, write a script, shoot the footage, do all the post-production work, and distribute the content globally—all from the palm of your hand! Sound familiar?

As this intelligent-device-fueled ecosystem continues to expand, more and more possible hooks arise that are able to feed and empower one another. A chain of monitoring devices, all in constant communication, adjusting themselves and providing information before we even know to ask for it, set the stage for a tremendous opportunity for our healthcare clients.

Spanning over all spectrums of monitoring one’s health habits, from improving existing treatment to preventing a need for a possible treatment a few years down the line, we now have an opportunity to help our clients efficiently channel their investments. If it so happens that after years of R&D, clinical trials and FDA reviews, patients neglect to adhere to their prescribed treatment, the years of innovation and investment lead to questionable marginal benefit, at best! The cost compared to eventual benefit comes out to be quite high. By enlisting connected and innovative technology, we can open the door for researchers, physicians and caretakers to finally close that loop on a number of treatment barriers.

As “Agency” people, with passion and insight into the latest tech innovations, as well as equally deep insight and understanding of our clients’ brands, we have an opportunity to guide our clients into this new area of possibility.

We can now pave a highway between our clients’ amazing potential and this new ecosystem.

We are at a unique crossroads where amazing technology is very much within our reach. The only limit, it seems, is our imagination.

Big ideas often come to us on those “regular days”—on commutes back from work, or walks, late evenings, or days at the beach. So too with our clients, the opportunity to introduce that big tech idea for their brand can arise at any moment—during a casual conversation on a drive back from market research, or after a day-long workshop. We should be well versed and ready to fuel inspiration.

The research team back at MI6 doesn’t wait to prototype a glidesuit-equipped-tuxedo until Bond is jumping off a plane to infiltrate a high-profile cocktail party at some off-the-map nuclear power plant. The research is done in advance. And so is the development and testing. Before the next international crisis even has a chance to escalate, the prototype is out of dry cleaning and ready for action.

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Feb11

How Digitally Savvy Are You? See How You Would Answer the Top 10 Digital Ad Trafficking FAQs

5511521Think you are a brainiac when it comes to digital advertising?  Or do you need a quick refresher on how it all works? The true/false quiz below provides an overview of 10 frequently asked questions regarding digital advertising and the trafficking process.

Q: Most consumer and pharmaceutical websites accept the IAB standard units, also known as the Universal Ad Package: 300×250 (Medium Rectangle), 160×600 (Wide Skyscraper), and 728×90 (Leaderboard).

A: TRUE.

1-       Ad units are labeled based on dimensions (in pixels) of width x height.

2-       While the IAB recently added a fourth size to the Universal Ad Package (180×150 / Rectangle), many pharmaceutical websites have not yet implemented this unit.

Source: http://www.iab.net/guidelines/508676/508767/UAP

Q: Static backups are not required for rich media and Flash banners.

A: FALSE. Static backups are required for all rich media and Flash banner sizes.

1-       If for some reason a user’s Flash player is not functioning properly or if their browser is older and cannot handle more advanced creative assets, the static backup will be displayed in place of the Flash creative. This ensures that whenever an impression is supposed to be served for a campaign, it will be served (even if it is the static backup).

2-       Expandable rich media banners only require static backups for the smaller, unexpanded size.

Source: https://support.google.com/dfa/answer/151646?hl=en

Q: There are no file size restrictions for digital banners.

A: FALSE. Digital banners must be built in 40k or less. 

1-       Static backup banners must be under 40k.

2-       If the Flash banner cannot be built in under 40k, it must either be built as parent/child Flash or as rich media files (depends on ad functionality and client/creative agency preference).

Source: http://www.iab.net/guidelines/508676/508767/displayguidelines

 Q: To “traffic” digital ads, we (the media agency) send the creative directly to the website on which we purchased digital ads.

A: FALSE. We utilize a third-party ad server, DFA, to serve digital banners in most instances.

1-       DFA (aka DART, aka DoubleClick for Advertisers) streamlines the digital trafficking process in a few steps:

  1. We upload media placements and digital banner creative(s) into DFA
  2. We match the placements with the appropriate creative
  3. We export Ad Tags for the placements/creative above, send them to partner websites, and the sites upload them onto the webpages on which we purchased media.
  4. This is where the magic happens. As the page loads when a user visits a site, the site calls on DFA to supply the creative to be displayed in this placement. If it’s our brand’s turn to serve an impression, our creative will be displayed. If we are running multiple creatives, DFA also knows which of our creative’s turn it is based on the rotation we specified. DFA then allows us to track activity on the backend (whether a user clicks on the ad, etc.).

2-       Some websites do not allow or are not capable of accepting third-party trafficking. This is the only instance in which we would not utilize DFA to serve digital banners.

3-       For more information:

  1. http://www.google.com/doubleclick/advertisers/
  2. https://support.google.com/dfa/#topic=2485971

Q: Recommended animation length (for Flash and in-banner videos) is two minutes.

A: FALSE. Best practice and industry standard animation length is 15 seconds.

1-       It is widely believed that after 15 seconds, a user’s attention has already shifted from the banner to other parts of the site, potentially causing a decreased click-through-rate (as a user will miss the primary call-to-action if it occurs after the 15-second mark).

2-       Some websites do not have the capability to serve animation/videos that are longer than :15s; however, some sites will grant case-by-case exceptions if the animation length must be longer due to the amount of important safety information the ad is required to include.

Q: Flash is fully replaceable by HTML5.

A: FALSE. Though HTML5 is an important (and intriguing!) new tool for the creation of rich media and mobile banners, the desktop market is not yet fully prepared to serve HTML5 ads, as many older web browsers do not accept this format. If digital banners are solely built in HTML5, a brand risks frequently running static backups whenever a user’s web browser has not recently been updated.

Q: It is possible to preview a Flash (.swf) creative file without downloading the appropriate software.

A: TRUE. The Flash Validator tool allows you to upload and preview Flash (.swf) files.

1-       This tool not only allows you to preview the creative (how it looks and how the animation works), but it also shows the Flash version the ad was built in, the ad dimensions, the file size, etc.

2-       Tool: https://flashval-temp.appspot.com/validator/

Q: We can track activity on a brand’s website for users who saw our ad, but did not click.

A: TRUE. If the campaign has implemented Ad Tags and Floodlight Tags, we can track viewthrough activity in addition to post-click activity.

1-       Ad Tag—HTML tags generated by DFA and sent to the sites in a campaign. DFA generates unique tags for each placement in a campaign.

2-       Floodlight Tag—HTML code that is placed on a brand’s website to analyze consumer behavior on site after a user has clicked or viewed their ad. When a user views or clicks an ad, and then performs an activity on an advertiser’s webpage that contains Floodlight tags, DFA records and reports on that activity.

Source: https://support.google.com/dfa/topic/20441?hl=en&ref_topic=2485971

Q: Custom e-blasts cannot be tracked through a third-party server.

A: FALSE. We can track clicks on custom e-blasts through DFA if the e-blast creator/distributor includes a click-tracker (1×1) in the e-mail clickthrough URL. Note that some vendors allow and are able to include click-trackers on their custom e-blasts, and some are not.

Q: Black box products cannot run branded Smartphone banners.

A: FALSE. The new IAB Mobile Rising Stars banners allow unbranded banners to expand into branded banners.

Source: http://www.iab.net/risingstarsmobile

Have more questions? Below are a few great places to start, or feel free to reach out to anyone on the Ogilvy CommonHealth Medical Media team!

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Jan31

How Flexible Are You?

1581156If you work in the creative department in today’s healthcare communications world, you had better be very flexible. Flexible in both mind and spirit.

Gone are the days of working on one piece of business for several years and having a chance to build a strong client relationship that endures for years to come. Welcome to the new world of flexible creativity. Where you have minimal hours in a year to build a brand while trying to build that long-lasting client relationship.

Welcome to the place where you need to shift gears on a week-to-week basis, because many brands nowadays aren’t able to support a fulltime creative person.

Welcome to change. The structure of today’s client brand teams and the type of work we do are very streamlined, with a strong focus on smart, innovative, efficient thinking and execution.

So we must be able to adapt quickly and efficiently to deliver the best work in this new environment. And in many cases we must work across multiple brands with no true base brand to secure us. You might be working in oncology one week, on an OTC the next, or both at the same time.

You need to have a flexible mindset to be able to do this, and the experience in multiple therapeutic categories to back it up.

While it may come across as a head-spinning, anxiety-riddled job, there is a bright side to this. In yesterday’s world many a creative person might have had 3 brands they worked on over the course of their career; they had numerous versions of revised detail aids, ads, iPads or e-details, and their portfolios showed a lack of diversity.

This current flexible creative model allows creatives to explore uncharted territory, learn new categories—at a sometimes rapid rate—but they are gaining a tremendous amount of knowledge and experience across multiple therapeutic areas.

Think of how impressive that will look in your bio and across your portfolio. Think of how exciting it will be to come in and have the opportunity to learn an entirely new space. This is the world today’s creatives live in, and we must embrace it and take advantage of its many positive attributes.

I have personally witnessed many creatives shift gears, enter into uncharted territory, and come out shining, later acknowledging how much they enjoyed the experience and opportunity to work with new faces who have a wealth of experience in these new areas.

So make sure to stretch your body and mind prior to beginning this new activity, because if you are mentally prepared you will truly shine.

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Also posted in agency life, behavior change, Creativity, Healthcare Communications, Marketing | Tagged , , , | Leave a comment