Pharmaceutical banner - Know your audience
Opt for simplicity
Just because you can build almost anything with rich media, doesn’t mean you should
Banner ads have limited space. And sometimes less is more.
Guidelines for effective rich media ads
1-2 high-impact features (animation, interactivity)
Not too many bold colors
Auto-scrolling ISI (for branded campaigns)
Concise copy
There’s no such thing as a one-size-fits-all campaign. Knowing your audience helps you build compelling, relevant campaigns that are more likely to connect with them.
Parents are often in research mode, looking for user-friendly, schedule-friendly resources
Millennials connect with humor, pop culture and the opportunity for self-expression
Boomers respond to clear, concise messaging that speaks to their pain points
Health care practitioners are looking for quick, actionable solutions for their patients
Pro tip: Targeting capabilities and dynamic campaigns are the perfect way to get your ads in front of the right audience at the right time. Make sure your digital production partner understands how to build pharma ads that meet the unique spec requirements of these technologies.
