Digital ad monitoring for UK pharma market launched
pharmafile | April 19, 2013 | News story | Medical Communications | ebiquity
Ebiquity has launched a new service to monitor and benchmark advertising spend and creative for the UK healthcare market.
The media and marketing analytics firm has collaborated key medical publishers and online media owners, including BMJ, Elsevier, Haymarket, UBM, MGP, Doctors.Net and DXS to agree on the best approach to monitoring.
Ebiquity is providing an online system to benchmark and track over 80% of the UK’s pharmaceutical digital creative and spend.
Digital advertising in the UK healthcare market has grown dramatically over the last five years, especially as part of an integrated marketing mix – online is currently estimated to account for 25-30% of total UK healthcare advertising spend.
Guy-Jeynes Ellis, MD of leading healthcare professional media agency GEM|HME said: “This is an initiative that GEM|HME embarked on 18 months ago, when we managed to get all the media owners and most of the agencies round a table to agree how we could monitor digital media. It has been quite a journey, but it is fantastic that we now have a process that serves the needs of our clients, publishers and media agencies alike.
“It provides the missing piece of information in the media planning jigsaw, because until now it has been impossible to monitor the competitor spend and share of voice in the digital arena. We are proud to have driven this process.”
Anyone subscribing to the system can search using a wide range of data including therapy groups, therapy areas, companies, product and brands, media owners, media channels, region (UK or Pan European) and CPM or tenancy. They are also able to further organise data to show ad formats, delivered impressions and date ranges.
