Did Pharma Really Spend $3 Billion on Internet Advertising in 2015?

According to FiercePharma Marketing, "Digital ad spending last year was just shy of $60 billion, with pharma accounting for about $3 billion of that, according to the Interactive Advertising Bureau’s annual ad revenue report prepared by PricewaterhouseCoopers" (read "Mobile Ad Spending Up, But Pharma's Share Remains Small"). Here's the data from IAB/PWC from which this conclusion was drawn:

Click on image for an enlarged view.

Without looking at the devil in the details, you might be impressed by that number considering that according to Kantar Media, pharma industry spending on direct-to-consumer (DTC) advertising (excluding Internet DTC spending) totaled $5.4 billion in 2015 (read "Annual Spending on Direct-to-Consumer Drug Advertising Ties an All-Time High"). That would mean that pharma spent a total of $8.4 billion in 2015 and 36% of that was devoted to digital/Internet.

But the devil in the details puts the kibosh on that conclusion.

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from Pharma Marketing Blog http://my.onmedic.com/1X6qgXF
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