comScore in Journal of Advertising Research on How Social Media Drives Growth for Brands
In the following article entitled “How Brands Using Social Media Ignite Marketing and Drive Growth: Measurement of Paid Social Media Appears Solid But Are the Metrics for Organic Social Overstated?,” comScore Co-Founder and Chairman Emeritus Gian Fulgoni shares the insights he gained as a judge reviewing 33 finalist case studies submitted by firms around the world in competition for the Warc Prize for Social Strategy. The article was recently published in the September 2015 issue of the Journal of Advertising Research and is reprinted with permission.
The Future of Ad Performance and Effectiveness
Historically, advertising effectiveness has involved analyzing data, creating reports, charts, etc., and ultimately providing a summary on how well the advertisements performed. Today, all of that analyzing and summarizing doesn’t cut it. Marketers want you to take that data and DO something about it, RIGHT NOW. This means as an industry we are being pushed to jump from data straight to activation, and I wonder: Are we missing something along the way? Are we missing the insights that can and should be gained through measurement and analysis? In short, do we have a better perspective of advertising performance and what drives effectiveness because of all the data and ecosystems in place today, or are we taking some blind leaps?
The Future of TV: Audience Lift and Audience Shift
Consumer Behavior is Impacting Content Strategies
One of the key topics that the group addressed was how consumers’ video viewing habits have changed programming of shows and ads for the industry. Artie Bulgrin from ESPN said, “Consumer behavior is impacting content strategies.” He pointed out that only the best content will win and that content has to be where every person will actually see it. Later in the conversation, Dave Morgan from Simulmedia said, “TV sells better than people bet it does if you use precision targeting.” This notion is also applicable to consumers driving our content in that if we’re paying attention and using precision targeting to give our audiences what they want, we can be successful.
comScore and Rentrak to Merge, Creating Leading Cross-Platform Measurement Company
Over the better part of the past decade, TV measurement has grown more complex as people began viewing content on their own terms and on their own time. At the same time, we’ve seen the emergence of digital media, which has expanded from the PC to mobile to an increasing number of connected devices in the home. Putting all of these pieces together in a comprehensive media measurement system is no small feat, and it requires completely new rules of engagement.
The Rise of the Super Viewer and Why Advertisers Should Care
How Do Super Viewers’ Consumption Habits Differ?
Super Viewers are highly-engaged multi-platform consumers who crave specific content that appeals to their interests, hobbies or passions all throughout the day, no matter the time or device. This trend is most often observed across cable networks that create lifestyle or interest-based content around particular categories like cooking, finance, news and sports.