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  • Banner Ads in Shorts: OptimizeRx Launches Programmatic with The Trade Desk

    Banner Ads in Shorts: OptimizeRx Launches Programmatic with The Trade Desk

    Programmatic in Shorts: How to Get Millions of Views for Pennies

    Forget about influencers! The market for <a href="/blog/profitable-cpm-how-to-calculate-the-real-cost-of-a-useful-ai-response/" title="Banner advertising in Shorts: CPM cheaper than 50 rubles and millions of views without bloggers”>banner advertising in Shorts is undergoing tectonic shifts. OptimizeRx, a company specializing in medical marketing technologies, has made a decisive move into the world of programmatic advertising by partnering with The Trade Desk. This opens up new horizons for brands that want to achieve massive reach for pennies by placing banners in YouTube Shorts, TikTok, and Reels.

    Maria Chipcchio, Senior Vice President of Strategic Market Analytics at OptimizeRx, emphasizes: “We understood that we had to enter the programmatic sphere very carefully.” OptimizeRx had previously collaborated with DeepIntent on placing programmatic banners.

    These ads were shown to doctors and other healthcare professionals (HCPs) within their software interfaces when prescribing medications or processing co-pay cards for patients.

    Real Math: CPM Cheaper Than 50 and Transparent Statistics

    Previously, pharmaceutical brands could offer financial incentives, essentially covering part of the cost of medications, so that doctors would choose their specific drugs. But programmatic placement, according to Chipcchio, comes with new challenges, especially in the medical field.

    The main concern is placing ads next to confidential patient data. While this is not a government mandate, it is critically important for marketers.

    “The buyer never sees that side of the process, and that’s one of the beauties of programmatic,” notes Maria Chipcchio.

    All ad creatives undergo strict review. It is important not only to exclude inappropriate content but also to ensure that the ad does not mislead the doctor and focuses solely on relevant medical data about the product.

    OptimizeRx takes a conservative approach to programmatic but sees huge potential for revenue growth.

    From DeepIntent to The Trade Desk: Expanding Capabilities

    This is why the company is moving from collaborating with DeepIntent, which, as a healthcare-focused DSP, is in the same regulatory environment as OptimizeRx, to partnering with The Trade Desk.

    One of the key advantages of collaborating with The Trade Desk is the OpenPath concept, which will allow DSPs to analyze ad effectiveness in HCP electronic health records (EHRs) compared to campaigns on streaming TV or other channels.

    This opens the door for other types of marketers looking to show ads to specific doctors right before a patient receives further instructions. For example, every skincare manufacturer wants doctors to recommend their product.

    Often, doctors recommend over-the-counter medications like Nyquil or Tylenol.

    Banner advertising in Shorts: OptimizeRx launches programmatic with The Trade Desk — illustration 2
    • Mobile app promotion: the ability to target doctors who recommend health apps.
    • Infobusiness: advertising educational courses for healthcare professionals.
    • Crypto projects: attracting investments from wealthy specialists.

    An over-the-counter allergy brand could use the TTD system to target geographic areas during allergy outbreak seasons, such as spring. These are compelling arguments that OptimizeRx can leverage through its integration with TTD.

    The Future of Banner Advertising: Non-Scrollable Banners and Auto-Placement

    To date, over 99% of OptimizeRx’s advertising business has been with prescription drug brands. But, as Chipicchio notes, “there are no limitations to that in the programmatic arena.”

    This means it will now be possible to place native banners in Shorts that will not scroll, and use auto-placement on hundreds of videos, getting the lowest CPM in Shorts.

    This is a real opportunity to buy reach without creating a video and get brand integration without filming, which is a direct alternative to influencers and their inflated prices. Testing hypotheses for 1000 rubles becomes a reality, and transparent statistics allow for accurate ROI measurement.

    Frequently Asked Questions

    What is programmatic advertising in Shorts?

    It is the automated placement of ad banners in short video formats, such as YouTube Shorts, TikTok, and Instagram Reels, using algorithms and data for the most effective targeting.

    How does OptimizeRx use programmatic?

    OptimizeRx, specializing in medical marketing, integrates with programmatic platforms like The Trade Desk to place targeted ads for healthcare professionals within their professional software, and also to expand reach to other audiences through short videos.

    What are the benefits of programmatic advertising for brands?

    Key benefits include low CPM (cost per thousand impressions), mass reach for pennies, the ability to buy reach without creating a video, transparent statistics, precise targeting, and an effective alternative to influencers.

    Can banner ads be placed without video shooting?

    Yes, programmatic platforms allow placing banners without video shooting, which significantly reduces costs and simplifies the process of creating advertising campaigns, especially for native banners in Shorts.

    Conclusion

    OptimizeRx’s shift to widespread programmatic advertising with The Trade Desk is not just news, but a signal for the entire market. The era when banner advertising in short videos was the prerogative of large brands with huge budgets is becoming a thing of the past.

    Now, CPM cheaper than 50 rubles per thousand impressions is becoming a reality. Digital arbitragers and marketers who know how to count money get a powerful tool for mass reach for pennies.

    Stop paying influencers for “trust” — it’s time to get transparent statistics and test hypotheses for 1000 rubles. Contact us to find out how you can leverage these opportunities today!

  • Banner Ads in Shorts: How Divine and Taco Bell Are Changing the Game

    Banner Ads in Shorts: How Divine and Taco Bell Are Changing the Game

    Forget about bloggers and multi-million dollar budgets! A new platform, Divine, already dubbed the successor to Vine, is on the horizon, and it could revolutionize the market for banner advertising in short videos. Launched with the support of Jack Dorsey, this social network not only brings back the six-second video format but also offers a unique approach to monetization, where CPM cheaper than 50 rubles could become a reality, and mass reach for pennies—the new norm. Let’s figure out how it works.

    Divine: A Return to Roots and Rejection of AI

    Almost ten years after Vine’s closure, its ideological successor, Divine, has emerged. This platform is supported by Jack Dorsey himself, and its team consists of Twitter veterans. The main feature is a strict rejection of AI in recommendation algorithms and a focus on human creativity.

    Co-founder and CEO Evan Henshaw-Plath, known as Rabble, states: “We removed the pressure of having to create content that would be picked up by an advertising algorithm, and we found that people actually want to create.”

    Key features of Divine:

    • Decentralized protocol: Like many of Dorsey’s recent projects, Divine is built on an open protocol, giving users greater control over their content.
    • Vine archive: Thanks to its close ties with Vine’s founding company, Divine can serve as an archive for the iconic app.
    • Community focus: During closed testing, the platform emphasized creative initiatives, such as the “Midnight Insomniacs Club.”

    Taco Bell: The First Major Partner and a New Monetization Model

    The main question that always hung over Vine: how to monetize six-second videos? Divine seems to have found the answer in innovative brand integration without filming. The first official partner of the platform is the fast-food chain Taco Bell, which is launching its “Decades” menu with dishes from 2016.

    “Divine will not only solve Vine’s monetization problems but will also strive for innovation in collaboration between brands and creators,” states the press release.

    How does this work for brands?

    Instead of intrusive advertising, Divine offers brands to “creatively contribute to communities.” The Taco Bell campaign is a prime example: by using the code TACO-BELL, users get early access to the platform before its official launch on August 20. This is not just advertising; it’s a native banner in Shorts that becomes part of the user experience.

    Benefits for Brands:

    • Low CPM: This model allows for reach without creating a video, which significantly reduces the cost per contact.
    • Alternative to Influencers: Don’t pay an influencer for expensive integration. Here, brands interact directly with the community.
    • Transparent Statistics: Open protocols can provide more transparent statistics on banner interactions.

    Banner Advertising in Short Videos: Prospects for Arbitrageurs

    For digital arbitrageurs and marketers, Divine opens up new horizons. Imagine: auto-placement on hundreds of videos with the possibility of getting a CPM cheaper than 50 rubles. This is real math, where pennies for a million impressions are no longer a fantasy.

    This platform is ideal for:

    • Promoting mobile applications: Short, catchy videos and non-skippable banners.
    • Advertising crypto projects: A decentralized audience open to new technologies.
    • Infobusiness: Fast and wide reach of the target audience.

    Testing hypotheses for 1000 rubles becomes not just possible, but mandatory. Instead of creating expensive videos, you can focus on creative banners that organically fit into Divine’s nostalgic atmosphere.

    Баннерная реклама в Shorts: как Divine и Taco Bell меняют правила игры — illustration 2

    Frequently Asked Questions

    What is Divine and how does it differ from Vine?

    Divine is a new platform for sharing short videos (up to 6 seconds), which is called the ideological successor to Vine. Key differences: Jack Dorsey’s support, strict rejection of AI in recommendations, a decentralized protocol, and a new monetization model through native brand integrations, rather than traditional advertising.

    How can brands advertise on Divine?

    Instead of traditional banner or video advertising, Divine offers brands to “creatively contribute to communities.” The Taco Bell example shows that this can be providing exclusive access to the platform or content in exchange for brand interaction, which is essentially a native banner in Shorts.

    Will CPM on Divine really be cheaper than 50 rubles?

    Potentially, yes. By abandoning expensive influencer integrations and focusing on mass, organic reach through creative banners, the cost per contact can be significantly lower than on other platforms. This allows for cheap reach and mass reach for pennies.

    Will Divine avoid Vine’s monetization fate?

    Divine’s founders claim that their monetization model, based on deep brand integration into the community and value provision, will help avoid the problems Vine faced. A focus on programmatic video banners and non-skippable formats could be the key to success.

    Conclusion

    Divine is not just another attempt to revive Vine. It’s a new approach to banner advertising in video that could revolutionize the market. With an emphasis on human creativity, decentralization, and innovative brand integrations, the platform offers unique opportunities for those looking for the lowest CPM in shorts and striving for transparent statistics.

    It’s time to order banner advertising and become part of this movement before pennies per million impressions become an unaffordable luxury. Stay tuned for updates and get ready to test new hypotheses – this could be your chance for “white schemes” in the world of short videos.