Advertising Effectiveness: Benchmarks and Best Practices
Palestrante: Joe Nguyen, Senior Vice President, Asia Pacific, comScore
Evento: ad:tech China 2014
Digital advertising has evolved from a direct response medium to a branding medium very quickly in the last few years. Digital advertising is also growing in sophistication and importance, so the traditional measures of CPC and CTR cannot be applied to the effectiveness of online brand advertising.
In this presentation, Joe Nguyen shares best practices on what to measure and benchmarks on what to expect, and what is the “norm” for the industry.