Rx In-Stream to address the unique needs of pharmaceutical industry launched

Dec 10 2009

Tremor Media, the world's largest online video advertising ad network and provider of the Acudeo® video monetization platform to over 1,000 websites, today announced that it has launched Rx In-Stream, the first in-stream advertising solution created to address the unique needs of the pharmaceutical industry. Rx In-Stream leverages the power of Acudeo to guarantee synchronization between the video and companion banner ad creative so that pharmaceutical advertisers can rely on the banner to display the information needed to meet fair balance requirements while utilizing shorter-form, pre-roll video creative to focus on branding and product benefits.

The fair balance requirements under the U.S. Food and Drug Administration (FDA) guidelines for prescription drug advertising require that the benefits and risks of prescription drugs are displayed equally. With Rx In-Stream, Tremor Media provides the only solution in the market that gives pharmaceutical advertisers the means to satisfy these requirements in online video advertising without having to rely upon long-form video ads to communicate Important Safety Information (ISI). Rx In-Stream allows advertisers to create shorter-form, pre-roll advertising because they can utilize the companion banner for ISI while using the video to focus on product messaging and branding.

Thanks to Tremor Media's Acudeo technology, Rx In-Stream ensures the advertiser's pre-roll ad never appears without the companion banner because the video ad will not initiate until there is a technical confirmation that the companion banner is present.

"Rx In-Stream is a great example of how Tremor Media's technology differentiation allows us to develop solutions that are tailored to meet our brand advertiser's specific business needs and challenges," says Jason Glickman, CEO of Tremor Media. "With Rx In-Stream, pharmaceutical advertisers can take advantage of this powerful medium while they take comfort in knowing that the pre-roll ad and companion banner will be displayed together with 100% reliability."

"A lot of our pharmaceutical clients have historically shied away from pre-roll video advertising because standard TV spots that include ISI in the video itself are much too long for this format," states Hensley Evans, President of imc2 health and wellness. "Tremor Media has developed a unique solution to this challenge, one that allows our pharmaceutical partners to take advantage of the powerful benefits of online video as part of their marketing mix."

"As the world's largest online video advertising ad network, Tremor Media is able to deliver key audiences for pharmaceutical advertisers at scale," says Shane Steele, Tremor Media's Vice President, Marketing. "For example, comScore's reports for September 2009 show that among adults 25-54, Tremor Media achieves a 99% lift over the average index for the top 10 health sites against audiences that shop online, but buy health products offline. Also, for people who bought an OTC pain reliever in the past 30 days, Tremor Media delivers a 20% gain over the average index for those same sites. Against users who search branded drug sites for information on aliments, Tremor Media delivers a 36% lift."