Putting the Future in Focus

Mike Shaw’s presentation will give you an insight into the European ad market, the rising importance of viewable impression measurement and why data will fuel the continued growth of digital advertising.

Comscore’s recent research about viewable impressions, spanning over 8 EU markets and 14 advertiser brands, showed on average that more than 3 in 10 display ads were never actually seen. As it is more important than ever for advertisers to evaluate campaign effectiveness, Comscore will outline insight into the way developments in measurement and the explosion of data available can be applied to deliver better campaign and advertiser outcome.

Key takeaways

• An overview of the current state of viewable impressions; highlighting key findings from the results of Comscore’s European vCE study and recommending best practices for advertisers and their agencies
• Transforming Big Data into Big Value; showing how the application of insight derived from data leads to far better decisions around allocation of media spending