When Money Moves to Digital, Where Should It Go

Identifying the right media-placement strategies for digital display

Online display advertising continues to increase as a percentage of the overall marketing mix, and as quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider. The availability of these strategies, leaves many asking, “What media-placement strategy or combination of strategies should I be using to achieve my specific campaign objectives?”

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.