Pharma Marketers have relied heavily on traditional DTC for more than a decade just as consumers are becoming more “Digital”. Hours spent on digital now eclipse time spent watching linear TV with 72% of consumers searching online for health information and over a third of all U.S. adults using the Internet to self-diagnose a condition for themselves or a family member.
One advertiser began cautiously marketing online in conjunction with their existing DTC TV buy, with online display networks immediately claiming 2,000% ROI.
An internal BI investigation determined non-viewable ads claiming conversion credit. In the Pharmaceutical world of traditional media, TV and print, which did not run, was not billed. But in the world of digital, the BI team discovered that digital ads, which were never seen, were being credited towards a conversion as the campaign was measured by giving credit to the ‘last clicked’ or ‘last exposed’ ad which them gave zero credit to any ads which drove awareness.
Upon deployment of the C3 Metrics solution, false attribution from non-viewable ads, cookie stuffing and ad fraud was a thing of the past. The correct net-present-value (NPV) for each specific KPI was attributed across each of marketing channels (TV, paid search, display and content) and then down to the keyword level. That value was then divided by the cost of each media placement to create a common metric to evaluate any paid channel, media partner, or individual keyword.
This metric ‘Attributed Cost Per Action’ (ACPA) was utilized by the media agency to optimize the campaign in flight.
Baseline results in the Display channel determined inefficient media spend for the advertiser prior to deploying C3 Metrics optimization recommendations…but neither the advertiser nor the agency knew how inefficient because they measured results on a last click basis and gave credit to non-viewable ads. C3 determined that one network’s ACPA was 3x worse that the other networks, and two direct publisher buys were even worse.
Inefficient display dollars were redirected to the performing network, a new network was added, and based upon the C3 numbers, the publisher buys were renegotiated at a 65% discount. Utilization of cross-platform multi-touch attribution with the ACPA metric combined with real-time Viewability improved efficiency in Display by 167%.
For video, C3 determined that YouTube pre-roll was 324% more cost effective than two other video buys. Video dollars from those buys were redirected to YouTube pre-roll for a 1.9x decrease in ACPA, and new transcribed keywords were added to further scale the YouTube video buy.
For TV across 17 national cable networks, C3 optimization redirected dollars away from the five worst performing Networks to the performing cable networks resulting in an efficiency gain of 19%.
With a solution from C3 Metrics, pharma marketers can now accurately determine the ROI of every marketing dollar spent and cut down on ad fraud.