Are TV Pharma Ads Really Targeted?; Turning Back The TikTok Clock | AdExchanger

"Drug ads were up 5.4% on linear TV during January and February, while national pharma spend on linear grew 25% over the past six months, according to iSpot. It makes sense to air drug ads on linear TV, the realm of over-50 audiences, Shields argues. But last year, streaming ad impressions for pharma brands grew by 88%, according to EDO."

"The average CTV ad exposure is 64% more effective than linear advertising for cosmetics brands, which include treatments for skin conditions like eczema. The findings suggest that these advertisers are getting more precise with their targeting. But how targeted are these ads, really? Even the non-sufferers have been bombarded with Skyrizi commercials for dealing with eczema."

"According to a recent Harris Poll survey, 79% of Gen Z TikTok users say they miss the early days of the platform, while 41% say they miss when there were fewer ads and brands. This poses a problem for marketers, of course, and not just because there's more competition for ad space. Gen Z users also reported being less trustful (60%) and more overwhelmed (40%) when using TikTok."

Pharmaceutical advertising spending is growing across both linear TV and streaming platforms, with national pharma spend on linear TV increasing 25% over six months and streaming ad impressions rising 88%. While linear TV remains logical for reaching older audiences, connected TV (CTV) advertising shows 64% greater effectiveness for cosmetics brands treating skin conditions. However, targeting precision appears limited, as ads for treatments affecting small populations like Crohn's disease reach broad audiences. Simultaneously, TikTok faces user dissatisfaction, with 79% of Gen Z users missing the platform's early days and 41% lamenting increased advertising and brand presence. This user frustration creates opportunities for competing platforms like YouTube.

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