At Clear Channel Outdoor (CCO), we’ve combined our nationwide network of billboards and our proprietary data solutions to develop scalable opportunities for pharmaceutical companies to use out-of-home (OOH) media to advertise their products and deliver measurable results.
As a pharmaceutical advertiser, our CCO RADAR data platform can help you effectively plan, amplify, and measure the impact of your OOH advertising. For healthcare marketers, we work with industry-leading data partners to onboard their audience data and provide custom media plans that can effectively and efficiently reach desired consumer segments. Through numerous campaigns, we’ve delivered statistically significant results and provided measurable impact on pharmaceutical advertisers’ business performance. Our data-driven approach allows you to use billboards to reach your desired audiences in the same way you do with video, digital and social channels, with the scale and creative impact that only OOH can deliver.
While working with CCO, pharmaceutical advertisers have seen statistically significant, data-driven impact on business performance, from upper-funnel awareness to lower-funnel conversion*. Through collaboration with leading data and analytics partners, like IQVIA, Kantar, LiveRamp, and Veeva Crossix, CCO's full-funnel approach can help provide an understanding of how a billboard campaign impacts consumer awareness and intent to speak with a medical professional. Additionally, it can measure how the campaign helped to influence volume of prescriptions written and filled by those exposed to the billboard campaign. What's more, the analysis may be able to provide insights into healthcare professionals reached by the campaign.
*Specific measurement solutions are subject to feasibility assessment and conditional upon certain campaign requirements and scale.
For pharmaceutical brands, our mobile retargeting solutions help drive further impact and reach your brand's target audience segment after they're exposed to the billboard ads. This unique strategy of using the scale of billboard advertising to initially reach the target, and then following with ads delivered on mobile devices, not only delivers reminder messaging and Important Safety Information (ISI), but has also been seen to deliver up to a 40% increase in click through rates (CTR) on mobile ads*.
*Not pharma specific.
Source: Measured CTR on behalf of CCO clients across multiple categories, in comparison to Google display ad benchmakrs; Neuro-Insight, "Investigating the Specific Priming Impacts of TV & DOOH"
We invite you to explore how CCO helped a major pharmaceutical company build awareness and increase sales of a brand used to treat a specific, moderate-to-severe medical condition. Additionally, our library of over 100 case studies demonstrates that out-of-home (OOH) works when strategically executed for a variety of brands, verticals, and objectives. For additional case studies, please complete the form below.
Each month, our inventory reaches over 122MM people on U.S. roadways. With a network of 70K+ billboard displays and other advertising opportunities in 29 top markets and over 55 commercial airports nationwide, we can help you reach your target audience at scale.
Source: CCOA inventory, 2024; Geopath OOH Ratings (P0+), 2023
In addition to results from CCO’s previous healthcare campaigns driven by our data-led approach, industry research also shows that pharma billboard ads can be an effective way to reach and impact audiences. In a recent survey, 54% of Adults 18+ recall recently seeing pharma billboard ads on their day-to-day journeys. In addition:
78% of adults reported taking an action after seeing a billboard ad for pharmaceuticals.
45% of adults were interested in product benefits and/or symptoms being treated based on the pharmaceutical billboard ad they saw.
Messaging that resonated most with adults included effectiveness of the pharma product, product pricing, and new product offerings.
Source: OAAA, The Harris Poll, 2023
To explore more about our data-driven advertising solutions, complete the form to get in touch with us.