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Premium Publishers Drive Much Higher Brand Lift, Particularly Mid-Funnel
comScore recently conducted research examining the branding effectiveness of digital display and video ads appearing on Digital Content Next (DCN) member sites compared to non-member sites. DCN is a consortium of digital publishers whose brands have a direct relationship with the consumer and therefore are more likely to be household names and are generally... Read more
comScore in Journal of Advertising Research on How Marketers Can Minimize Losses Caused by Bogus Web Traffic
In the following article entitled “Fraud in Digital Advertising: A Multibillion-Dollar Black Hole,” comScore Co-Founder and Chairman Emeritus Gian Fulgoni identifies a variety of creative and sophisticated ways for smart marketers, faced with the challenges of digital ad fraud, to ensure they can still reach their target segments in a cost-effective... Read more
Reach vs. Ratings: Bridging the Divide Between TV and Digital Metrics
There’s been quite a bit of industry debate recently about what are the right metrics to enable cross-media comparability of TV and digital. During the Upfronts/Newfronts season, many digital video providers touted metrics of unique viewers or video views in comparison to TV audience metrics. Several have since argued that this is not a fair comparison... Read more
Sophisticated Detection Techniques Essential for Uncovering Majority of Invalid Traffic for Digital Ads
The top online display advertisers deliver hundreds of billions of impressions every year. Unfortunately, more than half of the ad impressions served – 52 percent – never have the chance to make an impact because they’re either not viewable or not delivered to a human. Read more
comScore in Journal of Advertising Research on How to Distinguish “Valuable” from “Nice to Know” Among Measures of Consumer Engagement
In the following article entitled “In the Digital World, Not Everything That Can Be Measured Matters” comScore Co-Founder and Chairman Emeritus Gian Fulgoni identifies the metrics that matter to marketers’ return on advertising investment (ROI) versus those that either are nice to know or downright misleading. The article was recently published... Read more
Multi-Platform Media Planning in Practice
In our previous blog post, Bringing Mobile into the Digital Media Planning Process, we examined how the shift in consumers’ digital consumption has created challenges in planning efficiently. Specifically, we delved into how planning in device silos rather than with de-duplicated audiences can lead to missed campaign objectives and wasted spend. Read more
Join Us: Reach the Right Audiences, Faster with comScore vCE in Google DoubleClick
The buying and selling of advertising is growing increasingly complex, with advertisers and agencies trying to reconcile multiple systems and a variety of data sources in order to successfully create campaigns that meet their brand goals. Our mission here at comScore is to continue simplifying that buying and selling process, giving our clients the... Read more
The Future of Ad Performance and Effectiveness
At the inaugural comScore Industry Summit, I hosted and moderated a panel made up of some of the brightest data-based marketing visionaries out there. Our panel was titled, The Future of Ad Performance and Effectiveness – quite the topic, and one that could go in many directions. Read more
AppNexus Joins comScore Industry Trust
As of today, comScore Trust Profiles – the first phase of the company’s Industry Trust initiative that allows buyers to use key comScore advertising metrics directly in select programmatic trading platforms – are available to AppNexus customers in the U.S., Canada and Mexico with additional market rollout coming soon. Read more
Mobile Metrix Now Features Reporting of Mobile Ad Network Reach
This week comScore introduced mobile ad network reporting in Mobile Metrix, enabling mobile ad networks to demonstrate their audience reach across publisher sites and apps. This important new feature provides independent third-party measurement of audience reach that validates a core value proposition of mobile ad networks... Read more