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Blog Giu. 22, 2011 | Share

comScore Campaign Essentials Measurement Capabilities

Campaign gross ratings points (GRPs) have recently been discussed as a breakthrough in online ad campaign measurement and cited as the ‘new online currency.’ However, there is nothing new about it. These metrics have existed for many years, with comScore supplying online GRPs for more than five thousand ad campaigns since 2007. Today, comScore’s... Leggi di più

Blog Feb. 17, 2011 | Share

Mind the GRP

Far from being dead, GRPs look alive these days. At least for those advertisers and agencies dealing with large brand focused advertising budgets. Yes, they´re not the only answer, but they´re instrumental in the evolution from a narrow, direct response medium to a broadening brand-oriented medium. Leggi di più

Blog Dic. 7, 2010 | Share

Who Will Rid Us of this Meddlesome Click?

As I write this blog post about the continued but inappropriate use of the click for evaluating the effectiveness of display ads, I’m reminded of Henry II’s famous quote when he obtusely referred to Thomas Beckett, the Archbishop of Canterbury: “Who will rid me of this meddlesome priest?” Back in 1170, some Knights in armor were only too happy... Leggi di più

Blog Nov. 8, 2010 | Share

The comScore Campaign Essentials Carnival!

What a night! The comScore Campaign Essentials Carnival was a great time for all, and not just because of the snow cones with a kick! I was thrilled to some of our top clients and good friends having fun at the party, and to hear from many of them how excited they are about our newly enhanced Campaign Essentials. This Carnival was a wonderful social... Leggi di più

Data Gem Ott. 12, 2010 | Share

Creative Up to 4 Times More Important than Media Plan

Influence on Shift in Brand Slaes

A recent comScore ARS study found that 52% of shifts in brand sales are attributable to the quality of creative – making creative far and away the single most impactful driver of sales change. Leggi di più

Libro bianco Set. 17, 2010 | Share

When Money Moves to Digital, Where Should It Go?

In this paper, comScore and ValueClick Media share results from a study that evaluates how various media-placement strategies work independently, and in combination, to generate the strongest lift in website visitation and search behavior for the advertised brand. Leggi di più

Blog Mag. 3, 2010 | Share

GRPs For Digital Marketers

As an undergraduate marketing major at NYU, I took a class called Advertising and Media Planning. There was a question on one of the written tests in that class: "What are Gross Rating Points?" I answered, "Reach times average frequency." For some unknown reason, my answer was marked incorrect - an event that apparently still scars... Leggi di più

Blog Mar. 29, 2010 | Share

Four Ways to Improve Display Advertising

Last week I spoke at the annual ARF Re:Think Conference on the topic of how to improve the monetization of display ads. It’s a common refrain in our industry that, despite the many virtues of the Internet, on a relative basis digital ad spending continues to lag other media. While consumers spend more than 20% of their media consumption time online,... Leggi di più

Blog Feb. 15, 2010 | Share

ARS Findings for Retailers: Focus on Advertising Creative Can Yield Big Dividends

Hello, my name is Frank Findley and I’m the VP Research at ARSgroup, which just this past week was acquired by comScore. ARSgroup is a leading communications research agency specializing in the measurement of advertising persuasion for TV and multi-media campaigns and helping many of the world’s largest brands in the consumer goods, pharmaceuticals,... Leggi di più

Blog Dic. 1, 2009 | Share

Guaranteed Audience Buys: What's Promised Isn't Always What's Delivered

One of the promises of the Internet is the ability to target an exact individual. After all, unlike radio or TV, where messages are simultaneously broadcast to a broad audience, online advertising is served one impression at a time. Theoretically, if you know who the user is, you can perfectly target your message, or choose not to deliver it at all.... Leggi di più