Comscore and ISBA Webinar: Lessons Learned in Digital Advertising

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.

From click-through rates and cookie deletion, to campaign optimisation, in-target delivery, viewability and cross-media measurement, this presentation provides you with a framework for how best to measure, evaluate and improve the impact of online advertising.

The presentation addresses key topics from Comscore’s 10+ years of research in the digital advertising space including:

• How viewability, brand safety and ad fraud detection can further transparency and trust in an increasingly programmatic world.
• Case study results from Kellogg’s on achieving greater campaign ROI by utilising in-flight optimisation.
• What opportunities lie ahead for advertisers in today’s multi-platform environment.
• The role of transparency, trust and standards in creating a healthy advertising trading ecosystem.

To download the full Lessons Learned in Digital Advertising report, please visit: www.comscore.com/LessonsLearned