Warc Webinar: 5 Digital Marketing Lessons from comScore
Warc’s Stephen Whiteside put together a nice summary of my presentation entitled “Five Digital Marketing Lessons from comScore,” which covers the following topics:
A New Model for a New Era of Cross-Platform Measurement
Together we are creating a new model for cross-platform measurement that is built on a precise, innovation-led understanding of audiences, brands and consumer behavior at massive scale.
Viewability Analysis Reveals Ad Delivery Improvement in Italy
Today comScore released its latest data on in-view rates for Italy, which revealed improvement in viewability during the last year. This improvement could be attributed to several factors including increased market education on the issues of viewability, collaborative work between advertisers and publishers to solve the problem, and the growing adoption of verification tools, like comScore validated Campaign Essentials and Bid Ratings.
The analysis looked at five tiers of page URLs ranked by their in-view rates. Tier 1, which includes the top 20% of page URLs with the highest in-view rate, revealed an average in-view rate of 66% in January 2016, an increase of 3 percentage from previously-released numbers in February 2015 (showing 63% in-view rate). Similar rates of improvement were seen across all five tiers pointing to a larger positive trend in viewability.
comScore in Journal of Advertising Research on Why the Gross Rating Point Metric Should Thrive in Today’s Fragmented Media World
In the following article entitled “Is the GRP Really Dead in a Cross-Platform Ecosystem?” comScore Co-Founder and Chairman Emeritus Gian Fulgoni argues that the GRP will remain vital in the measurement of unduplicated reach and frequency across platforms, as consumers’ consumption of television content continues to fragment in ways unimaginable just a few short years ago. The article was recently published in the December 2015 issue of the Journal of Advertising Research and is reprinted with permission.
Story of the 2015 Holiday Season: Mobile is Eating Brick-And-Mortar Retail
Mobile is Eating Brick-and-Mortar Retail.