Estimating Pharma’s Digital Ad Spending Elusive Data Wrapped in a Mystery Inside an Enigma
Trying to determine what portion of pharma’s total marketing budget is devoted to digital and if that portion is increasing, is a daunting task. Various sources look at various channels and various digital formats targeted to different audiences and it’s not easy to compare data from one source with that of another.
This article is attempt to delve into the sources to unravel the elusive data and make sense out of it.
Topics (partial list):
- The Bogus $3 Bn Figure
- What eMarketer Says
- Digital Ad Spend By Format
- Is the Mix Out of Whack?
- Notes About Nielsen Data
Download the full article (PDF file) here:
Issue: Vol. 15, No. 3: June 2016