| Date | Septembre 21, 2010 | |
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| Lieu |
Olympia National Hall London United Kingdom |
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| Intervenant | Mike Shaw, Director Marketing Solutions, comScore, Inc. | |
| Horaire de la session | 11:10 a.m. - 11:40 a.m. |
| Description |
Whither the Click 2 The curse of the Internet as "the most measurable medium" is perpetuated by many practitioners reliance on "the click" as a relevant measure of display advertising efficacy. Despite the long-held obsession with using clicks to measure campaign performance - which reflect only the immediate impact of an ad - the comScore studies demonstrate that the Internet is clearly effective as a latent brand-building medium. The research revealed in this seminar will update the "How Online Advertising Works" study from the US with European analysis on the latent value and engagement of non-click consumers who now comprise over 80% of the online population. The message for brand advertisers is clear: ignore online as a brand-building channel at your own peril |
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