And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

Introduction TV accounts for over half of pharmaceutical direct-to-consumer advertising (DTCA) spending in the U.S. The purpose of this study is to quantify average household exposure to branded and non-branded (help-seeking) televised prescription drug advertisements and describe variation over time and according to medication indication and geography. Methods In 2013, Nielsen TV ratings were compiled for prescription pharmaceutical advertising that aired between 2003 and 2011 for the top 75 U.S. media markets. All advertisements were coded as branded or help-seeking. Advertisements were further coded for one of eight prevalent indications (allergies, arthritis, asthma, erectile dysfunction, high cholesterol, smoking cessation, depression, and sleep disorder) or as “other.” Results Televised DTCA exposure increased from 2003 to 2007 and then declined 43% by 2011, to 111 monthly prescription drug advertisements per household. The examined indications were associated with varying amounts and patterns of exposure, with greatest declines among medications for allergies and sleep disorders. Help-seeking advertisements comprised 10% of total exposure, with substantial variation by indication. Conclusions Considerations of DTCA's effects on health care should take into account the shifting concentration of advertising across indications.

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“…Future research should examine how consumers seek drug information and how industry promotes brands in online environments. 31–34 …”

Section: Discussionmentioning

confidence: 99%

Trends in Exposure to Televised Prescription Drug Advertising, 2003–2011

Kornfield

Alexander

Qato

et al. 2015

American Journal of Preventive Medicine

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“…Previous studies based on this model have examined various digital advertising formats, including banners (Brackett & Carr, 2001;Ducoffe, 1996;Sun, Lim, Jiang, Peng, & Chen, 2010), sponsored links in search engine results (Lin & Hung, 2009), Facebook ads (Logan et al, 2012;Dao et al, 2014); and online TV ads (Logan, 2013). In the increasingly important field of mobile advertising, the model has been used to explain consumer acceptance of SMS ads (Blanco, Blasco, & Azorín, 2010;Haghirian, Madlberger, & Inoue, 2008;Liu, Sinkovics, Pezderka, & Haghirian, 2012) and of locationbased advertising (Xu, Oh, & Teo, 2009).…”

Section: H6: the Perceived Entertainment Of The Twitter Ad Is Positivmentioning

confidence: 99%

The advertising value of Twitter Ads: a study among Mexican Millennials

Murillo¹,

Merino²,

Núñez³

2016

RBGN

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Purpose -This study set out to measure the perceived Advertising Value of Twitter ads on a large sample of Mexican Millennials.Design/methodology/approach -An online survey was used to collect data among 630 university students. The hypothesized antecedents of Advertising Value were Informativeness, Entertainment, Irritation and Credibility. The model was estimated using Partial Least Squares.Findings -Results indicate Informativeness and Entertainment were the strongest predictors, with Credibility in third place. In addition, Credibility displayed gender effects: it was significant for female respondents but not for males. Irritation failed to reach statistical significance in most subsamples, suggesting Twitter ads are more acceptable to Millennials than other advertising formats.Originality/value -Millennials tend to dismiss traditional advertising formats. At the same time they are heavy users of Social Networking Sites. This research provides the first empirical estimation of the Ducoffe model of Advertising Value in the microblogging service Twitter, and the first application of this robust model of web advertising to a Latin American sample. Our results have important implications for both regional and global brands targeting Millennials.

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“…For instance, DTC television advertisements frequently include factual information and positive emotional appeals, often in the form of testimonials [ 19 ]. However, consumers may react differently to videos in Internet promotion [ 20 ]. One way in which videos on websites differ from television advertisements is that these videos are often presented along with text on the website, creating a mix of dynamic and static formats.…”

Section: Introductionmentioning

confidence: 99%

Testimonials and Informational Videos on Branded Prescription Drug Websites: Experimental Study to Assess Influence on Consumer Knowledge and Perceptions

et al. 2018

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BackgroundDirect-to-consumer (DTC) promotion of prescription drugs can affect consumer behaviors and health outcomes, and Internet drug promotion is growing rapidly. Branded drug websites often capitalize on the multimedia capabilities of the Internet by using videos to emphasize drug benefits and characteristics. However, it is unknown how such videos affect consumer processing of drug information.ObjectiveThis study aimed to examine how videos on prescription drug websites, and the inclusion of risk information in those videos, influence consumer knowledge and perceptions.MethodsWe conducted an experimental study in which online panel participants with acid reflux (n=1070) or high blood pressure (n=1055) were randomly assigned to view 1 of the 10 fictitious prescription drug websites and complete a short questionnaire. On each website, we manipulated the type of video (patient testimonial, mechanism of action animation, or none) and whether the video mentioned drug risks.ResultsParticipants who viewed any video were less likely to recognize drug risks presented only in the website text (P≤.01). Including risk information in videos increased participants’ recognition of the risks presented in the videos (P≤.01). However, in some cases, including risk information in videos decreased participants’ recognition of the risks not presented in the videos (ie, risks presented in text only; P≤.04). Participants who viewed a video without drug risk information thought that the website placed more emphasis on benefits, compared with participants who viewed the video with drug risk information (P≤.01). Compared with participants who viewed a video without drug risk information, participants who viewed a video with drug risk information thought that the drug was less effective in the high blood pressure sample (P=.03) and thought that risks were more serious in the acid reflux sample (P=.01). There were no significant differences between risk and nonrisk video conditions on other perception measures (P>.05). In addition, we noted a few differences among the types of videos.ConclusionsIncluding risks in branded drug website videos may increase in-video risk retention at the expense of text-only risk retention.

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And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

Cited by 53 publications

References 11 publications

Trends in Exposure to Televised Prescription Drug Advertising, 2003–2011

Trends in Exposure to Televised Prescription Drug Advertising, 2003–2011

The advertising value of Twitter Ads: a study among Mexican Millennials

Testimonials and Informational Videos on Branded Prescription Drug Websites: Experimental Study to Assess Influence on Consumer Knowledge and Perceptions

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