- 2011年9月15日
Best Practices for Creative and Creative Evaluation
“Why do some of my ad campaigns drive offline sales and others don’t?” This is one of the most common questions that Comscore VP of Research & Development Frank Findley receives from CPG, pharma and retail clients, and the answer often resides – at least somewhat – in an evaluation of the quality of the creative used. During this session, Frank shared tips on how to effectively build, optimize and deploy ad creative. Learn best practices gleaned from traditional media as well as specific examples relating to digital creative, including techniques that work particularly well for digital, strategies for making successful short video ads and thoughts on how to best assess the relative potential of different digital formats.