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. Finding ways to do this in the most efficient manner is vital, and being able to quantify a return on a marketing investment is a must.
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.