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.
- 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!
