Pfizer enters broadband arena with videostreaming advertisements

Pfizer Healthcare commissioned a study and found out that "the ads that promoted its Pfizer Consumer Healthcare products and were streamed on the net were equally effective as television advertising in generating brand interest and conveying a distinctive and memorable message, as well as influencing viewers."

They intend to enter the broadband arena now as an innovative and new way to connect with the consumer.

We sure hope so. There is not much information about the background of the study or sampling methodology in the study, but it is frequently the case that companies that commission a study find their original thinking confirmed. Can we assume from the little that is written in the story that they interviewed consumers without broadband access? Sure not, but we hope that it is possible to skip the ad if one has got dial-access to the web only. Or, that the ad is interesting and short enough to keep interest awake. Too often, ads are company centric and the internet seen as a broadcasting medium for companies instead of a way to really interact with consumers, like other companies that experimented with this before.

(By Asia Business Consulting)