BANNER ADVERTISING OF A PHARMACEUTICAL PRODUCT IN UKRAINIAN ONLINE MEDIA

Abstract

Banner ads have historically been used to drive traffic to the advertiser's website and enhance brand recognition. However, the effectiveness of banner advertising is often questioned due to the phenomenon of "banner blindness" and low audience engagement rates. This raises the need to find approaches for evaluating the effectiveness of banner ads, considering indirect effects, and exploring factors that can improve their performance. The effectiveness of banner advertising on the Internet has been studied by M. M. Malchyk and I. P. Adasyuk, X. Drèze & F. X. Hussherr, C.-H. Cho & H. J. Cheon, A. Sigel et al., Q. Yang et al., and other scholars.

Objective of the article: To analyze the current state of research on the effectiveness of banner advertising and identify key metrics and success factors of banner ads (with a focus on CTR). The main tasks of the research are to conduct a theoretical review of scientific sources, to consider the specifics of banner advertising in the pharmaceutical segment, to perform an experimental analysis of data from a banner campaign promoting an antiviral drug, and to evaluate the effectiveness of a real banner advertising campaign in Ukrainian online media. The research uses descriptive statistics, comparative methods, variance analysis, dependency analysis, and formal correlation analysis.

Based on the literature analysis, it has been established that banner advertising faces the problem of banner blindness. At the same time, banners continue to be widely used as they provide a broad audience reach and serve branding functions. Several success factors for banner ads have been identified: positioning on the page, content relevance, design quality, and branding factors. The specific features of medical advertising are highlighted: the need to comply with regulatory requirements and the importance of trust.

The analysis of the banner campaign for the antiviral drug "Flavovir" showed a low average CTR, which aligns with the general expectations of low banner clickability. It was emphasized that significant variation in effectiveness across different websites demonstrates the critical role of placement and audience. It was confirmed that relevance increases effectiveness: resources with content closer to the health topic had a better response than general news sites. It is justified that for pharmaceutical companies, it is important to consider both the general principles of banner advertising effectiveness and the specifics of consumer perception of medical content.