Consumers who saw display campaigns on Yahoo! for three pharma brands demonstrated a considerable uptick in prescription fills and web traffic to brand sites, according to a comScore/Crossix study.
The study's methodology compared a control group not exposed to the display ads, with those consumers who did see the ads. The resulting incremental visitors—or incremental prescription fills—represent the consumers who were exposed to the display campaign, said John Mangano, senior director, comScore Marketing Solutions.
Conducted between Q3 2007 and Q4 2008, the display ads drove an incremental 387,159 visitors to the three brand.com sites, or roughly 11% of the brand.coms' total traffic. Additionally, 32,031 incremental new prescriptions fills were attributed to the Yahoo! campaigns, according to the study. Those new prescription fills accounted for $3 in revenue for every $1 spent on media, or 3:1 ROI.