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SENSOR TOWER · SEEMA SHAH · OCTOBER 2024
Pharma Giants Shift Advertising Efforts Towards Video to Reach Consumers
Sensor Tower data shows that Pfizer has leaned heavily into video advertising to reach consumers with YouTube, Desktop Video and OTT platforms representing more than half (53%) of US ad spend for the company in 3Q24, up from ~30% in the prior year, perhaps driven by the broader types of audiences and age demographics using these platforms. Additionally, both Pfizer and Eli Lilly’s DTC telehealth platforms have exhibited significant growth in mobile web and desktop traffic since launch.
Key Takeaways:
ST data shows that Pfizer heavily utilized video advertising in 3Q24 as it increased its share of US ad spend on Desktop Video (+18ppts), YouTube (+3ppts) and OTT (+2ppts) on a YoY basis. Conversely, the company pulled back its ad spend on social media networks such as Facebook (-9ppts), TikTok (-5ppts), Snap (-3ppts) and Instagram (-2ppts) on a YoY basis
Similar to Pfizer (29%), competitors such as AbbVie (59%) and Eli Lilly (23%) allocated the majority of their US ad spend to video platforms, particularly OTT, in 3Q24. AbbVie outspent Pfizer, Eli Lilly, Bayer and Kenvue by a magnitude of more than 3x on digital advertising in this period
Conversely, Bayer (44%) and Kenvue (21%) allocated hefty portions of 3Q24 US ad spend towards TikTok, perhaps in a bid to reach a younger audience that typically wouldn’t be as active on OTT platforms and who were more likely to purchase OTC medications
Per ST data, 19%, 11% and 10% of Pfizer’s total digital US ad spend in 3Q24 went towards promoting Litulfo, Abrysvo and Velsipity, respectively. This differed materially from 3Q23 and 3Q22 when 41% and 22% of spend, respectively, was allocated solely to Cibinqo.
Prior to 3Q22, Pfizer heavily invested in digital advertising geared at promoting Xeljanz, a medication used to treat rheumatoid arthritis. Nearly 52% and 61% of Pfizer’s total US ad spend in 3Q20 and 3Q21, respectively, was allocated specifically towards creatives highlighting Xeljanz
Pfizer and Eli Lilly have both strategically launched DTC telehealth platforms to optimize patient access to medication and streamline healthcare delivery. Per ST’s proprietary website panel data, PfizerForAll mobile web and desktop web US WAUs during the week of 9/30/2024 were up 100% and 277% compared to the first week post-launch (week of 9/2/2024), respectively, which suggests consumers are increasingly seeking out the platform for their healthcare needs
For more information, request the full report from reports@sensortower.com.
