Video Advertising Bureau Releases Research on Pharmaceutical Advertising
VAB has released a new report examining the state of direct-to-consumer (DTC) pharmaceutical advertising based on 18 months of industry analysis.
The Video Advertising Bureau (VAB) has published a report titled "The Pharmacy," which aggregates data and industry insights concerning the pharmaceutical direct-to-consumer (DTC) advertising sector. The report is the result of an 18-month consultation period involving media agencies, publishers, and industry stakeholders.
The guide addresses seven specific issues currently facing the sector, including the effectiveness of multiscreen television in patient education, the impact of recent FDA regulatory scrutiny on advertising claims, and investment trends within Spanish-language media. The report aims to provide marketers with objective data to assist in strategic planning.
Jason Wiese, EVP of Strategic Insights & Measurement at VAB, stated that the report is intended to provide clarity for stakeholders regarding the role of television in the patient journey. The release follows previous VAB efforts aimed at linking premium video advertising with sales outcomes in the pharmaceutical category.