| Date | July 31, 2009 | |
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| Location |
Hotel Nikko San Francisco, CA United States |
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| Speaker | Gian Fulgoni, Chairman and Co-Founder, comScore, Inc. | |
| Session Time | 9:15 a.m. |
| Description |
Keynote: How Online Advertising Works The Internet may be the most measurable medium, but not everything that can be measured matters. Case in point: the click rate on display ads has dropped to 0.1%. Does this mean online ads don’t work? No, it just means we’ve been using the wrong metric. This presentation will review the results of hundreds of in-market studies demonstrating the impact that display advertising can have – even without a click -- on site visitation, trademark search queries and both online and offline sales. Of particular significance will be a comparison of the retail sales impact of Internet advertising to that of TV in the consumer packaged goods industry. The results are both impressive and surprising. |
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