Lessons Learned in Digital Advertising
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.
Through Comscore’s extensive, global research in the digital advertising space, we’ve identified key Lessons Learned 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.
Some of the lessons learned are:
- Clicks are at best an incomplete – and at worst a misleading – metric.
- Viewability, brand safety and non-human traffic measurement can provide much-needed transparency in an increasingly opaque, programmatic world.
- Industry benchmarks can help media buyers and sellers set campaign delivery expectations.
- In-flight optimization of campaign delivery can have powerful brand-building and ROI impact.