Snapchat Rolls Out New Format for Pharma Ads
Pharma marketers can now attach multiple calls to action to a branded ad.
A new offering from Snapchat caters specifically to U.S. pharma marketers by allowing for multiple call-to-action (CTA) attachments in an individual in-app advertisement.
The popular social media platform unveiled the new feature this week. The company’s announcement describes how pharma marketers will be able to configure up to three additional disclaimer CTAs alongside an ad’s primary CTA, enabling the inclusion of safety guides, prescribing information and other materials required to be attached to branded drug ads in the U.S.
The new format is now available across Snap Ads, Story Ads and Commercials, and will be added to Sponsored Snaps, which place branded ads directly in users’ chat feeds, later this year.
Snapchat noted in the announcement that the new feature comes as conversations about health are increasingly taking place on social media platforms and as its own survey data has shown that the vast majority of the app’s users are actively interested in health and wellness topics.
“As the needs of pharma advertisers continue to evolve, we’re focused on building solutions that help brands remain compliant, reach the right audiences, and measure what matters,” the company said.
solli’s Final Thoughts
Amid the broader marketing industry’s excitement around the explosion of new digital advertising channels in recent years, pharma marketers in particular have had to exercise some restraint in adopting new channels thanks to strict regulations around prescription drug advertising.
And though the ever-resourceful pharma media industry has found workarounds enabling new channel adoption over the years so they can meet patients and HCPs within the platforms they’re actively using, built-in features catering directly to their needs will surely be greatly appreciated and significantly lower the barriers to entry.
Snapchat may very well see an uptick in branded pharma campaigns. With any luck, that buzz may in turn inspire other social and digital platforms to offer their own pharma-specific formats as they look to present themselves as equally viable media channels for the vast ecosystem of health and pharma advertisers.
