Study: Pharmaceutical Online Advertising Has Highest Viewability Rates of Any Industry | Pharmaguy's Insights Into Drug Industry News |

Across a study of billions of pharmaceutical advertising impressions spanning over 15 brands, 51 percent of the ads were viewable*. Out of the ten industries comScore benchmarked, pharmaceutical advertising impressions had the highest viewability rates.

Also, this year's study shows that site visitation to a branded pharmaceutical site continues to provide sizeable lifts in both brand awareness and favorability. The most recent benchmarks show that site visitation influences both new patient starts and adherence or refills. For prospects, branded website visitation drove a 9.4-point lift above control in new patient starts compared to those in the control group, and there was a 14.7-point lift above control in prescription refill activity among patients who had recently visited a branded website.