{"id":17150,"date":"2023-06-29T16:56:35","date_gmt":"2023-06-29T13:56:35","guid":{"rendered":"https:\/\/www.byyd.me\/?p=17150"},"modified":"2023-07-12T15:53:56","modified_gmt":"2023-07-12T12:53:56","slug":"pharma-and-mobile-advertising","status":"publish","type":"post","link":"https:\/\/www.byyd.me\/en\/blog\/2023\/06\/pharma-and-mobile-advertising\/","title":{"rendered":"Pharma companies and programmatic: opportunities of mobile advertising"},"content":{"rendered":"\n<p>Advertising in mobile apps is an <a rel=\"nofollow\" href=\"https:\/\/www.statista.com\/outlook\/dmo\/digital-advertising\/worldwide#ad-spending\">important<\/a> tool for building brand image and attracting target audiences. The pharma companies knows that, and actively integrates mobile advertising into their marketing strategies.<\/p>\n\n\n\n<p>Today we&#8217;ll talk about the digital pharma market. We&#8217;ll explain why it needs programmatic promotion and show by examples the nuances of this placement.<\/p>\n\n\n\n<ul>\n<li><a rel=\"nofollow\" href=\"#target-audience-and-pharma\">The target audience of the pharma companies<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#segmenting-the-audience\">How we segment the audience<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#ads-for-pharma\">Advertising formats for pharma companies<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#who-creats-ads\">Who creates ads<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#byyd-garantee-the-safe-placement\">BYYD and the guarantee of safe placement<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#pharma-and-traffic\">Pharma and traffic verification by BYYD<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#brand-lf-pharma\">Brand Lift research and the pharma<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#pharma-measures-performance\">How pharma measures the performance of programmatic ads<\/a><\/li>\n\n\n\n<li><a rel=\"nofollow\" href=\"#fin\">In conclusion<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"target-audience-and-pharma\">The target audience of the pharma companies<\/h2>\n\n\n\n<p>Determining the target audience of the pharma segment takes place during the preparation of the campaign.<\/p>\n\n\n\n<p>First, BYYD mobile platform managers study the advertiser&#8217;s data properly. Afterwards, they choose the right targeting for the mobile campaign. And finally launch the campaign to the selected relevant audience of users.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"segmenting-the-audience\">How we segment the audience<\/h2>\n\n\n\n<p>To find a small audience segment, we use unique targeting methods. They\u2019re strictly customized and depend on the wishes of the brand.<\/p>\n\n\n\n<p>We&#8217;ll explain by case studies.<\/p>\n\n\n\n<ul>\n<li><strong>Relevant interests<\/strong><\/li>\n<\/ul>\n\n\n\n<p>A frequent request from the pharmaceutical companies is to find mobile users with a specific disease. For example, to find people with seasonal allergies.<\/p>\n\n\n\n<p><strong>What are we doing about it?<\/strong><\/p>\n\n\n\n<p>To begin with, we create direct categories of interest. In this case, users with seasonal allergies we search in the <strong>&#171;Allergies&#187;<\/strong> theme. Then build related topics to help focus the audience segment.<\/p>\n\n\n\n<p>So, the allergy drug &#171;Delorsin&#187; was targeted at the direct interest <strong>&#171;Allergy&#187;<\/strong>. And then on related topics \u2013 healthy eating, vitamin supplements, medicinal herbs.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-9-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-9-1.jpg\" alt=\"allergies and Delorsin case\" class=\"wp-image-17152\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-9-1.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-9-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-9-1-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<p>The result of <strong>Brand Lift research<\/strong> showed: the presence of Delorsin brand after the mobile campaign increased by 74.38%.<\/p>\n\n\n\n<ul>\n<li><strong>Geo<\/strong><\/li>\n<\/ul>\n\n\n\n<p>This targeting is key while setting up ads. Often it\u2019s prescribed in advance, but sometimes formed in the process of setting up the campaign.<\/p>\n\n\n\n<p>Besides, BYYD has <strong>super-geo targeting<\/strong>. It&#8217;s useful if the content is broadcast to a small geographic range. Super-geo helps to draw attention to an event, announce a store opening, or increase brand awareness.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-12.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-12.jpg\" alt=\"super geo and retargeting\" class=\"wp-image-17154\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-12.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-12-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-12-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<p>For example, pharmacies can target nearby apartment complexes. And women&#8217;s health products \u2013 maternity hospitals and women&#8217;s clinics.<\/p>\n\n\n\n<p>By the way, in this case we applied a super geo setting. Rich Media was shown in the client&#8217;s preferred areas and attracted people to the 3Z clinic&#8217;s services. As a result, we achieved a CTR <strong>2.00%<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-14-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-14-1.jpg\" alt=\"3Z case\" class=\"wp-image-17155\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-14-1.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-14-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-14-1-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<ul>\n<li><strong>Socio-demographic<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Socio-demographic characteristics are important for targeting, image formats and other aspects of promotion.<\/p>\n\n\n\n<p>For example, pregnancy meds would rather suit women in their 20s and 40s. That&#8217;s what happened in the <strong>Vitrum<\/strong> advertising campaign, which managed to reach more than <strong>900,000 <\/strong>target users during the entire placement period.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-3-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-3-1.jpg\" alt=\"Vitrum case\" class=\"wp-image-17156\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-3-1.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-3-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-3-1-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<ul>\n<li><strong>White list<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>The White List<\/strong> includes a pool of apps or categories for placement.<\/p>\n\n\n\n<p>During campaign setup, we determine with the client where the ads should appear. It helps to limit content placement to certain topics and apps.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-13-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-13-1.jpg\" alt=\"pregnant women and super geo\" class=\"wp-image-17157\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-13-1.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-13-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-13-1-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<p><em>In BYYD you can make a white list for specific topics.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ads-for-pharma\">Advertising formats for pharma companies<\/h2>\n\n\n\n<p><a href=\"https:\/\/www.byyd.me\/en\/blog\/2021\/08\/ad-formats\/\">The choice of advertising format<\/a> for pharmaceutical companies depends on the purpose of the campaign and the wishes of a particular brand.<\/p>\n\n\n\n<p><strong>The BYYD platform allows advertising in the following formats:<\/strong><\/p>\n\n\n\n<ul>\n<li>Rich media banner<\/li>\n\n\n\n<li>Fullscreen banner<\/li>\n\n\n\n<li>Video<\/li>\n\n\n\n<li>Interactive video<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">1)<strong> Rich media<\/strong> is an <a href=\"https:\/\/www.byyd.me\/en\/blog\/2021\/11\/7-rich-media-advertising-examples\/\">interactive<\/a> banner. It&#8217;s created with the hypertext markup of HTML and can include a variety of media elements.<\/h4>\n\n\n\n<p>The Rich Media format uses many ways to display information. It can be a video, a photo gallery, or an interactive game.<\/p>\n\n\n\n<p>So, the image invites users to interact with it \u2013 <strong>push, pull or wipe<\/strong>. The choice of action determines <a href=\"https:\/\/www.byyd.me\/en\/blog\/2021\/10\/19-attractive-rich-media-advertising-mechanics\/\">the mechanics<\/a> of the format. For example, the campaign for <strong>Ibufen<\/strong> used a Rich Media format based on <a rel=\"nofollow\" href=\"https:\/\/banner.mob.ru.com\/Ibufen\/1\/\">&#171;pull&#187;<\/a> mechanics.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Group-3575-1.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Group-3575-1.jpg\" alt=\"Ibifen - the mechanics \" class=\"wp-image-17158\" width=\"223\" height=\"450\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Group-3575-1.jpg 445w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Group-3575-1-148x300.jpg 148w\" sizes=\"(max-width: 223px) 100vw, 223px\" \/><\/a><\/figure><\/div>\n\n\n<h4 class=\"wp-block-heading\">2) <strong>The Fullscreen banner<\/strong> appears after the last loaded page of the site and covers most of the user&#8217;s screen.<\/h4>\n\n\n\n<p>This format has a low cost and a high CTR. Here&#8217;s a recent example: a campaign for <a href=\"https:\/\/www.byyd.me\/en\/case\/onlem_bebek_bezi\/\">\u00d6nlem<\/a>.<br>We focused on a fullscreen banner format, social media targeting and relevant interests. As a result, we were able to achieve a <strong>CTR 1.62%<\/strong> and reach over <strong>1 million unique users<\/strong>.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-15-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-15-1.jpg\" alt=\"Onlem case - pharma\" class=\"wp-image-17160\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-15-1.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-15-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-15-1-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<p><em>Check out the other <\/em><a href=\"https:\/\/www.byyd.me\/en\/cases\/?formats=banners\"><em>fullscreen banners<\/em><\/a><em> here.<\/em><\/p>\n\n\n\n<p>3) <strong>Video<\/strong> advertising is a format that immediately catches the user\u2019s attention. Visibility and dynamics make it one of the most popular ways of promotion.<\/p>\n\n\n\n<p>Mobile placement in BYYD provides advertisers an <a href=\"https:\/\/www.byyd.me\/en\/blog\/2021\/04\/what-is-out-stream-video-advertising\/\">out-stream video<\/a> format. It places the content on the text page of the site or inside the mobile app. And the user controls the watch process by himself.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-1024x576.jpg\" alt=\"video format - examples\" class=\"wp-image-17161\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-1024x576.jpg 1024w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-768x432.jpg 768w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-1536x864.jpg 1536w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-973x547.jpg 973w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1-508x286.jpg 508w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/Video-1.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n<p>Besides, we have a <strong>non-rewarded <\/strong>video and a <strong>rewarded <\/strong>video.<\/p>\n\n\n\n<ul>\n<li><strong>Non- Rewarded Video<\/strong> \u2013 the video is shown to the audience as a standard advertisement.<\/li>\n\n\n\n<li><strong>Rewarded Video<\/strong> \u2013 the video is shown to the user, and they get a reward for watching.<\/li>\n<\/ul>\n\n\n\n<p>We also offer a special type of advertising creative \u2013 <strong>interactive video<\/strong>. It&#8217;s a combination of video and Rich Media formats.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4) <strong>Native banners<\/strong> cause more audience loyalty. They\u2019re well integrated into the content and well-read within the interface.<\/h4>\n\n\n\n<p>The quality and quantity of native banners in the digital space has increased. Not surprisingly, because there are many advantages in this kind of placement.<\/p>\n\n\n\n<p>The main thing here is to choose the right target options and prepare high-quality images.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-7-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"713\" height=\"401\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-7-1.jpg\" alt=\"Bepanten - native banners\" class=\"wp-image-17162\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-7-1.jpg 713w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-7-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/713_1-7-1-508x286.jpg 508w\" sizes=\"(max-width: 713px) 100vw, 713px\" \/><\/a><\/figure><\/div>\n\n\n<p>The mobile promotion of the <strong>Bepanten brand <\/strong>used MIX banners, which included a native format. The chosen placement strategy helped to achieve a <strong>CTR 1.57%<\/strong>, as well as exceed the plan for impressions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"who-creats-ads\">Who creates ads<\/h2>\n\n\n\n<p>Images for mobile promotion prepare <strong>the production department of the BYYD platform<\/strong>. Our specialists make eye-catching ads that attract the attention of users.<\/p>\n\n\n\n<p><strong>According to the goals of promotion, we can also make a <\/strong><a href=\"https:\/\/www.byyd.me\/landings\/tornado\/\"><strong>landing page<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<p>For example, our team used <a rel=\"nofollow\" href=\"https:\/\/banner.mob.ru.com\/bakdiar\/ru4\/\">Rich Media<\/a> creativity and a <a rel=\"nofollow\" href=\"https:\/\/bakdiar.uz\/\">landing page <\/a>to promote <strong>Bakdiar<\/strong> for the <strong>CIS market<\/strong>. In this case we got excellent behavioral indicators and the CTR value of 2.02%.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"byyd-garantee-the-safe-placement\">BYYD and the guarantee of safe placement<\/h2>\n\n\n\n<p>Our platform is careful with the placement process. We guarantee our clients safe promotion and clean traffic. It&#8217;s possible thanks to a range of tools, including <strong>Brand Safety.<\/strong><\/p>\n\n\n\n<p><strong>Brand safety<\/strong> \u2013 steps to protect the brand from unwanted placement. A pool of tools is designed to secure a company&#8217;s image from falling into offensive or undesirable contexts.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-1024x576.jpg\" alt=\"brand safety - moderation and anti-bot\" class=\"wp-image-17163\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-1024x576.jpg 1024w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-768x432.jpg 768w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-1536x864.jpg 1536w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-973x547.jpg 973w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2-508x286.jpg 508w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23442-2.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n<p>We provide full brand safety through <strong>multi-level verification<\/strong>.<\/p>\n\n\n\n<ul>\n<li>checking when the application is uploaded to the storeroom;<\/li>\n\n\n\n<li>verification when connecting to an SSP;<\/li>\n\n\n\n<li>verification by BYYD specialists and our internal <strong>antifraud system<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-1024x576.jpg\" alt=\"brand safety for pharma\" class=\"wp-image-17164\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-1024x576.jpg 1024w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-300x169.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-768x432.jpg 768w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-1536x864.jpg 1536w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-973x547.jpg 973w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1-508x286.jpg 508w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/23441-1.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure><\/div>\n\n\n<p><strong>Read all about brand safety in this <\/strong><a href=\"https:\/\/www.byyd.me\/en\/blog\/2023\/06\/brand-safety-in-mobile-ads\/\"><strong>article.<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"pharma-and-traffic\">Pharma and traffic verification by BYYD<\/h2>\n\n\n\n<p>The BYYD programmatic platform participates in the auction only with verified devices.<\/p>\n\n\n\n<p>The security of the placement data and the purity of the traffic is confirmed by any quality control systems. We work with the following services: <strong>Weborama, Adriver, Gemius, MOAT, Sizmek, DCM, IAS, DoubleVerify.<\/strong><\/p>\n\n\n\n<p>In addition, our company provides 2 ways of traffic checking \u2013 <strong>with pixels<\/strong> and <strong>through code<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"brand-lf-pharma\">Brand Lift research and the pharma<\/h2>\n\n\n\n<p>The BYYD platform helps advertisers to track the performance of their mobile campaign using the Brand Lift research.<\/p>\n\n\n\n<ul>\n<li>We show creatives with a question after the main campaign.<\/li>\n\n\n\n<li>The form displays to those who already saw the main campaign&#8217;s creatives and those who didn&#8217;t.<\/li>\n\n\n\n<li>The results are compared.<\/li>\n<\/ul>\n\n\n\n<p>Let&#8217;s clarify: we exclude the Device ID of second stage users.<\/p>\n\n\n\n<p>After the campaign for <a href=\"https:\/\/www.byyd.me\/en\/case\/ibupar\/\">Ibupar<\/a> in Kazakhstan, we ran a Brand Lift research. The study showed a significant increase in audience awareness of the brand.<\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/ibupar-mock-1.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/ibupar-mock-1-615x1024.jpg\" alt=\"Ibupar case\" class=\"wp-image-17165\" width=\"308\" height=\"512\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/ibupar-mock-1-615x1024.jpg 615w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/ibupar-mock-1-180x300.jpg 180w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/ibupar-mock-1-508x846.jpg 508w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/ibupar-mock-1.jpg 743w\" sizes=\"(max-width: 308px) 100vw, 308px\" \/><\/a><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"pharma-measures-performance\">How pharma measures the performance of programmatic ads<\/h2>\n\n\n\n<p>First of all, the effectiveness of programmatic placement shows the CTR, the conversion rate of clicks per session and the <strong>Brand Lift study<\/strong>.<\/p>\n\n\n\n<p>However, programmatic is a brandformance tool, which creates product awareness and attracts users to the brand. We talked about it in our article <a href=\"https:\/\/www.byyd.me\/en\/blog\/2023\/04\/brand-marketing-impact-business-performance\/\">&#171;How does brand marketing impact on business performance\u201d.<\/a><\/p>\n\n\n\n<p><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><a href=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/BrandMarketingStrategy.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"648\" height=\"444\" src=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/BrandMarketingStrategy.jpg\" alt=\"brand marketing and pharma\" class=\"wp-image-17166\" srcset=\"https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/BrandMarketingStrategy.jpg 648w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/BrandMarketingStrategy-300x206.jpg 300w, https:\/\/www.byyd.me\/wp-content\/uploads\/2023\/06\/BrandMarketingStrategy-508x348.jpg 508w\" sizes=\"(max-width: 648px) 100vw, 648px\" \/><\/a><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"fin\">In conclusion<\/h2>\n\n\n\n<p>The trend toward mobile advertising is obvious and it\u2019s due to the following reasons:<\/p>\n\n\n\n<ol>\n<li>the ability to work with small target audiences;<\/li>\n\n\n\n<li>availability of metrics;<\/li>\n\n\n\n<li>the variety of image formats.<\/li>\n<\/ol>\n\n\n\n<p>Using programmatic advertising by pharma companies is a key step that will lead to sustainable performance, a loyal audience and a high reputation.<\/p>\n\n\n\n<p><strong>Was it useful? Then share it with your friends and colleagues!<\/strong><\/p>\n\n\n\n<p>For consultations and cooperation You can also contact:<\/p>\n\n\n\n<ul>\n<li>by phone +1 (929) 999-5737;<\/li>\n\n\n\n<li>or through the form on the <a href=\"https:\/\/www.byyd.me\/en\/register\/\">site<\/a>.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Advertising in mobile apps is an important tool for building brand image and attracting target audiences. The pharma companies knows that, and actively integrates mobile&#8230;<\/p>\n","protected":false},"author":18,"featured_media":17353,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[770],"tags":[881,9710,9874,9924,9926,411],"yst_prominent_words":[6897],"acf":[],"_links":{"self":[{"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/posts\/17150"}],"collection":[{"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/comments?post=17150"}],"version-history":[{"count":8,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/posts\/17150\/revisions"}],"predecessor-version":[{"id":17176,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/posts\/17150\/revisions\/17176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/media\/17353"}],"wp:attachment":[{"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/media?parent=17150"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/categories?post=17150"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/tags?post=17150"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/byyd.me\/wp-json\/wp\/v2\/yst_prominent_words?post=17150"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}