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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 build brand loyalty and increase sales. Finding ways to do this in the most efficient manner is vital, and being able to quantify a return on marketing investment is a must.
As digital advertising continues to grow in both importance and sophistication, so does the need for guiding principles about how to get the most out of this medium. Through Comscore's extensive research in the digital advertising space, we've identified Five Key Lessons Learned, which help to shed light on the current state of the industry and guide marketers down a path toward more effective planning, stronger evaluation and overall improved results.