How delivery and brand/sales impact can drive digital advertising ROI

In the session, Comscore discussed the key challenges preventing digital advertising from realising its full potential and how these challenges can be addressed.

The rapid evolution of digital advertising in the last decade has presented increasing complexity in measuring its impact. Understanding the true value of digital advertising activity is a key challenge for brands and agencies. For publishers, the ability to demonstrate the quality of their inventory beyond reach and frequency remains crucial in securing both direct and programmatic advertising budgets. It is therefore critical to reduce complexity, streamline processes and provide insights.

The presentation, by Comscore’s Senior Vice President, Asia Pacific, Joe Nguyen, and Vice President, Australia and New Zealand, Lachlan Brahe, unveiled key insights from Comscore in an overview of both delivery metrics (in-view, fraud-free, brand safe and to a targeted, human audience) and effectiveness measures that identify brand and sales impact. These digital ad measurement metrics combine to measure ROI.

1) Campaign Delivery Performance:

• Is the ad being delivered against an actual human being?
• If the ad appears in front of a human, is it viewable?
• Is the ad reaching its intended demographic target?

2) Effectiveness:

• Do consumers have greater awareness, interest or purchase intent for the brand as a result of ad exposure?
• How does ad exposure drive in-store buying independent of an ad click?
• How can ad effectiveness measurement help brands improve ROI?

This session includes a case study on how Kellogg’s maximised human exposure of media by minimising invalid traffic, translating into significant annual savings and improved ROI.