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Business & Regulation Business Practice

The Advertising Push

The COVID-19 pandemic is adding additional momentum to the digital revolution in pharma. Now more than ever before, companies are becoming reliant on digital tools to facilitate their everyday activities – and the sector’s approach to advertising is no exception. According to a report published by eMarketer, pharma’s digital ad spending is projected to increase by 14.2 percent this year to an estimated US$9.53 billion. COVID-19 awareness campaigns and marketing for products related to safety and testing are cited as some of the key factors for this growth.

Although pharma is bolstering its mobile advertising capacity – with almost 58 percent of spending targeting the mobile platforms – it still falls short of the 68 percent average across other industries. It will be interesting to see how spending patterns continue to shift as the pandemic evolves.

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About the Author

Maryam Mahdi

Associate Editor

After finishing my degree, I envisioned a career in science communications. However, life took an unexpected turn and I ended up teaching abroad. Though the experience was amazing and I learned a great deal from it, I jumped at the opportunity to work for Texere. I'm excited to see where this new journey takes me!

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