DMA 2012Localidad: Mandalay Bay Las Vegas, NV, US
Victor Silva, Director, Marketing Solutions, comScore, Inc.
14 octubre 9:00 am - 10:00 am Add to Calendar http://www.comscore.com/esl/Insights/Events_and_Webinars/Event/2012/DMA_20122 14-10-2012 09:00:00 14-10-2012 10:00:00 6 DMA 2012 - A Digital Year in Review: What You Need to Know Moving Ahead Victor Silva, Director, Marketing Solutions, comScore, Inc. - A Digital Year in Review: What You Need to Know Moving Ahead Mandalay Bay, Las Vegas, NV, US comScore firstname.lastname@example.org false
A Digital Year in Review: What You Need to Know Moving Ahead
The last few years have represented a critical juncture in a relatively brief history of digital media; a period that was marred by the overhang of a global economic recession that had a particularly negative impact on the U.S. advertising and e-commerce markets. But it was also a period in which digital consumer activity soared, new innovations grabbed hold in the marketplace and businesses got more serious about navigating the digital landscape.
In order for digital marketers to position themselves for success in the year ahead, one must begin by reflecting on what has happened over time and how the prevailing trends set the stage for 2013 and beyond. Among the many questions that will be addressed in during this session include: Which consumer trends dominated the digital media landscape in 2012? How are people spending their digital media consumption time? Which new and emerging technologies and services are capturing the attention of the marketplace? What is the state of the digital advertising market? How are trends in the mobile market changing the digital media landscape?
comScore’s annual Digital Review offers an overview of the prevailing trends in digital media usage during the year and considers their implications for the year ahead. This report will examine the trends in Internet usage, search activity, e-commerce, online video consumption, online advertising, and mobile, and what digital strategies will be most important for success in short term.
Victor Silva, Director, Marketing Solutions, comScore, Inc. and Andrea Molette, Media Director, Sprint
17 octubre 9:00 am - 9:45 am Add to Calendar http://www.comscore.com/esl/Insights/Events_and_Webinars/Event/2012/DMA_20122 17-10-2012 09:00:00 17-10-2012 09:45:00 6 DMA 2012 - Next-Generation Campaign Validation & Optimization: A Sprint Case Study Victor Silva, Director, Marketing Solutions, comScore, Inc. and Andrea Molette, Media Director, Sprint - Next-Generation Campaign Validation & Optimization: A Sprint Case Study Mandalay Bay, Las Vegas, NV, US comScore email@example.com false
Next-Generation Campaign Validation & Optimization: A Sprint Case Study
In a world where digital advertising is growing and changing at a rapid clip, it is no wonder that more and more advertisers are seeking greater accountability and transparency when it comes to online ad delivery and validation. As advertisers move more dollars to digital, they want to be sure their ads have the chance to make an impact -- which inherently means that the ad must have had an opportunity to be seen by the target consumer, in the right geography, next to appropriate "brand safe" content and not subject to fraud.
During this presentation, comScore Director of Marketing Solutions, Victor Silva, and Sprint Media Director, Andrea Molette, will present findings from a US-based vCE™ Charter Study, involving 12 leading U.S. advertisers, including Sprint. The study aims to provide a better understanding issues relating to campaign delivery and validated measurement. Mr. Silva and Ms. Molette will answer key questions from the Charter as well as reveal implications for Sprint:
- What percent of ad impressions were never actually viewed by the target consumer? How does this differ on large, premium content sites versus smaller sites or ad networks?
- What percent of ad impressions are delivered outside of the target demo and audience? How does this differ based on category, targeting strategy or market?
- How prevalent is the delivery of ads in brand unsafe environments? What industry(ies) does this happen in most often, and what impact might that have on a brand?
- What do these findings mean for brand advertisers today, and what can be done to combat some of these issues?
- How do these findings impact digital advertising effectiveness, and how can we be sure that our measurement eliminates impressions that didn't have a chance to make an impact?
- How can in-flight campaign optimization improve delivery, enhance accountability and ultimately generate a stronger ROI in digital?
- Importantly, when we measure the effectiveness of advertising with validated impressions versus non-validated impressions, how do the results differ, and what are the implications of these findings?
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