Poland: Pharmaceuticals in online video advertisements
What is interesting, none of the online adverts included in TOP3 of the brands were shown on Youtube.com as its main Internet medium. Which website publishers did the owners of the brands placed in TOP3 choose? After all, all these campaigns promoted products aimed at young parents. The advertising spot of Marimera (Nepentes Pharma Sp. z o.o) was shown primarily on websites belonging to Wirtualna Polska Group and on Gry.pl, which is quite surprising considering the target group. Vicks (Procter and Gamble) and Vibovit Max Odporność (Teva) reigned among video advertisements of pharmaceuticals shown on websites belonging to TVN Group.
‘Marketers at pharmaceutical companies have decidedly bet on cold remedies – the flu season had of course started a while earlier, so December is not exceptional in this. It is interesting that all three podium videos were targeted at mothers. We were also surprised by the media mix for Marimer. The nose spray for babies, aimed at mothers with very young children, was put out on gry.pl and Money.pl – websites one might think that mothers had no time for. Looking at the user demography, we could see that on the pages of Money.pl the Marimer baby video mainly reached men, but mostly women at gry.pl,’ Sułkiewicz adds.
