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Ad Impressions
Presentation Jul. 14, 2016 | Share

The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness

The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness

comScore conducted research to examine the branding effectiveness of digital display and video ads appearing on Digital Content Next (DCN) member sites, a group of brand name media generally considered to be “premium publishers,” as compared to other publishers. The research demonstrates that premium publisher do drive higher brand lift effectiveness... Read more

Presentation Jul. 11, 2016 | Share

Impressions vs. Eyeballs: What Are You Really Buying?

Impressions vs. Eyeballs: What Are You Really Buying?

When advertisers put money on campaigns, what they are looking for is audience, i.e. eyeballs. But what is bought are actually impressions, which are just ad-served onto pages and sites. Was that impression served to a real human rather than a bot? Was that ad actually in the browser-viewable window or was it below-the-fold? Or even in a tab that is... Read more

Presentation Jun. 17, 2016 | Share

How delivery and brand/sales impact can drive digital advertising ROI

In the session, comScore discussed the key challenges preventing digital advertising from realising its full potential and how these challenges can be addressed. Read more

Presentation May. 25, 2016 | Share

The Value of a Digital Ad: How Delivery and Brand/Sales Effect Can Drive Advertising ROI

The Value of a Digital Ad

This presentation curates insights from comScore and Millward Brown in an overview of both delivery metrics (in-view, fraud-free, brand safe and to a targeted, human audience) and effectiveness measures that identify brand and sales impact. In successfully aligning these components, we will be better positioned to help brands determine true ROI, and... Read more

Presentation May. 24, 2016 | Share

Non-Human Traffic: Why It Matters and Why You Should Care

Non-Human Traffic: Why It Matters and Why You Should Care

The issue of fraudulent and invalid traffic (IVT) has the online advertising industry reeling, and with good reason: If an ad isn’t reaching a real person, that’s a real problem. See the presentation to understand the importance of this issue. Read more

Presentation May. 17, 2016 | Share

Effect of Viewability On Lift: A Story in Four Simple Graphs

Effect of Viewability On Lift: A Story in Four Simple Graphs

If John Wanamaker were alive today, he might still be struggling with questions about ‘which half’ of a campaign was effective, but he surely would not argue with this statement: an ad that can’t be seen has no chance of doing its job of eliciting a feeling, emotion or action related to the advertised product or service. Read more

Presentation May. 17, 2016 | Share

Unlocking The Power of Programmatic

Unlocking The Power of Programmatic

Invalid and non-human traffic have been plaguing advertisers and agencies for years, but until now the industry has not had the tools needed to solve this issue. Today, optimizing ad campaigns toward quality traffic typically falls to publishers to execute, requiring manual adjustments to shift campaign impressions from site to site. Read more

Presentation May. 13, 2016 | Share

Invalid Traffic & Viewability: What is the Cost of an Unseen Ad?

Invalid Traffic & Viewability

While the notion that a viewable impression is being adopted now across Europe, there is little published to date quantifying the impact that non-viewable and non-human impressions can have on campaign performance. Based on comScore’s extensive research globally, this keynote addressed why even the best ads may never have a chance to be seen. Read more

Whitepaper Apr. 21, 2016 | Share

Value of a Digital Ad: comScore, Millward Brown & Kantar Worldpanel

Value of a Digital Ad in Cross Media World

Understanding the true value of digital advertising activity is a key challenge for brands and agencies, as they attempt to evaluate marketing spend holistically across online and other media. For publishers, the ability to demonstrate the quality of their inventory beyond reach and frequency remains crucial in securing both direct and automated advertising... Read more

Presentation Apr. 11, 2016 | Share

Combating Fraud to Drive ROI: A Kellogg and Krux Case Study

Combating Fraud to Drive ROI

In this case study, learn how Krux and comScore partner to help Kellogg reduce invalid traffic, automate optimization and save $2 million dollars in wasted ad spend. Read more