Contextual advertising, defined as the practice of delivering ads on web pages based on those pages’ content, is gaining in popularity among digital advertisers, including pharmaceutical manufacturers, healthcare supply chain companies, and healthcare diagnostic companies. In fact, contextual advertising is forecasted to grow by $279.2 billion over the next few years.1
It’s not surprising that advertisers have adopted contextualized ads in droves; digital advertising’s evolving state requires advertisers to find new ways to reach their target audience across the web. Contextual advertising is one of those ways. Here are five benefits of contextual advertising and why all HCPs, pharmaceutical manufacturers, healthcare supply chain companies, and healthcare diagnostic companies should incorporate them into their digital strategy when targeting HCPs and healthcare executives.
Benefit # 1. It Just Plain Works
Benefit #2. It Actually Costs Less
The image on the top shows an ad for Vascepa on The Cardiology Advisor—an example of an endemic website (it’s directly related to the medical field). The ad on the bottom, which promotes the COVID-19 vaccine, is served on a webpage on Yahoo that has contextually relevant content about the vaccine. This is an example of contextual advertising.