While advertising has evolved tremendously with the advent of new digital technologies, its goal today is much the same as it has always been – to elicit feelings, emotions, perceptions and actions that ultimately increase sales and build brand loyalty. Finding ways to do this in the most efficient manner is vital, and being able to quantify a return on a marketing investment is a must. As digital advertising continues to grow in importance and sophistication, so does the need for guiding principles about how to get the most out of this medium. Through Comscore’s extensive, global research in the digital advertising space, we’ve identified key Lessons Learned in Digital Advertising that help shed light on the current state of the industry and guide us on a path toward more effective planning, stronger evaluation and overall improved results for media buyers and sellers.
Key Lessons Learned
1. Clicks are at best an incomplete – and at worst a misleading – metric.
2. Cookie-based targeting and measurement can lead to inaccurate campaign planning, execution and evaluation.
3. Viewability, brand safety and non-human traffic measurement can provide much-needed transparency in an increasingly opaque, programmatic world.
4. Industry benchmarks can help media buyers and sellers set campaign delivery expectations.
5. In-flight optimization of campaign delivery can have powerful brand-building and ROI impact.
6. As the media environment fragments, campaign and audience measurement must adopt a unified, Multi-Platform view of the consumer.