Google 在 AI Mode 与 AI Overviews 中开测处方药广告
Google Opens AI Mode to Prescription Drug Ads
- 1Google 开始在 AI Mode 和 AI Overviews 测试品牌处方药广告，向强监管广告品类开放 AI 搜索位
- 2Google 发言人确认测试于本月启动，目前仅限美国市场
- 3药企广告主可投放标准文字广告和 Shopping 广告，展示区块标注为 Sponsored
Google 把处方药这一强监管广告品类引入 AI 搜索位，AI Mode 与 AI Overviews 的商业化开始触及受严格监管的行业。
- 影响：药企在美国获得 AI 搜索内的付费触达渠道，投放需同步准备处方药广告合规材料；AI Mode 与 AI Overviews 广告位扩容，提示搜索预算中 AI 入口的权重值得重新测算。
- 参考：可考虑先核查自家品类在 Google AI Mode 中的广告资格与合规要求，再用小预算测试 Sponsored 位的展示效果；医疗相关品牌值得提前备齐审核材料，评估是否跟进。
- 依据：Google 发言人向 Adweek 确认测试启动，测试范围与广告形式均为官方口径，暂无独立验证数据。
Google is testing ads for branded prescription drugs in AI Mode and AI Overviews, opening its AI search platform to one of the most tightly regulated categories in advertising, the company confirmed to ADWEEK.
The testing for pharmaceutical products, including prescription drugs, began this month and is limited to the U.S, according to a Google spokesperson. Pharmaceutical advertisers can run standard text and Shopping ads, which will appear in sections labeled as “Sponsored.”
“We’re testing standard text and Shopping ads in AI Mode and AI Overviews, which we recently expanded to include certain pharmaceutical products,” a Google spokesperson said in a statement.
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来源：Adweek · adweek.com