Studies have revealed that banner ads, campaign programs and visits on a branded website helped pharmaceutical companies create a brand awareness and better sales results among prospects and patients.

A recent study by comScore evaluated the impact of banner ads. The study found that interactions and expotures thru online ads improved adherence rates among patients. This resulted in pharmaceutical companies resorting to the brand’s website for online marketing.

Bridget O’Toole, executive vice president at comScore stated, ““The most effective online marketing tool for both patients and prospects is the brand’s Web site.  It’s important to realize, though, that visits to a brand Web site are achieved through the use of a variety of offline and online tactics, such as online banner ads, search and offline advertising.” He also added, “This is why it is essential for marketers to develop fully-integrated campaigns that not only raise awareness and educate consumers but that also drive visitation to a site.”

These reports reinstate the fact that brand value is vital in life saving products as it helps create a trust factor among patients.

Microsoft has been spending billions of dollars to get back its dominion over Internet search. Recent reports from comScore shows that 5.5 billion Microsoft ad views were displayed during the month of June.

The main promotion being Windows Live Search, Live search cash back program and Live Search Club games. Though Microsoft has been promoting Live Search for some years now, there is not much progress in their search users.

Recently, Microsoft had a deal with HP that all HP systems have Microsoft Live Search preinstalled in their computers. Promotional campaigns like these would attract short time visitors. However, to be successful in the longer run, Microsoft has to come up with something new and interesting.

The reports also mention that Fox Interactive Media was the top display advertisement publisher for the month of June.

Recent reports by Adgooroo for 2008 quarter shows that Yahoo has gained +9.8% while Google and MSN have lost on their advertising with -8.5% and -6.7%.

Yahoo has managed to hold on to its advertisers and also increase to +0.03%. However, Google showed a decline of -6.4% which is considerable and MSN was the worst hit with 20% of its active clients lost in the second quarter.

The report stats that the number of ads per keyword shown in Google has declined from 6.5 to just 4.0 in the United States. This is an estimated 40% drop in advertising. However, industry analysts feel Google is on its way to bring in quality ads and eliminate less effective ads. This would result in higher click through and higher conversion rates.

Eliminating less effective ads and higher conversion rates can also make advertisers bid for higher prices. However, there could be trouble with less advertisers too. As the advertising aggression slows down, advertisers would not step up the bidding rate making the auction-based bidding system a double-edged sword.

Any thoughts on Search Advertising recession would be premature. The industry has to just wait and watch the things to come.