OPA Breakfast Series

Date	October 20, 2010
Location	TBD New York City, NY United States
Speaker	Elise Neel, VP Marketing Solutions, comScore, Inc. & Ashley Grace, VP Business Development, comScore ARS
Session Time	8:00 a.m. - 9:30 a.m.

Description	Creative Engagement: The Missing Link in ROI As the market begins to adopt audience-based buying, the reign of "Content as King" is being challenged. Premium publishers are being asked to present a compelling story on the role their creative plays in advertising ROI. New comScore ARS research clearly shows that the ability of content to generate engagement plays a role beyond audience building; actually magnifying recall and shifts in preference for advertised brands. comScore ARS will share the findings of their cross-brand meta-analysis and provide case examples of how viewer engagement is providing the missing link in managing the returns of placed advertising and viral campaigns.

Description

Creative Engagement: The Missing Link in ROI

As the market begins to adopt audience-based buying, the reign of "Content as King" is being challenged. Premium publishers are being asked to present a compelling story on the role their creative plays in advertising ROI. New comScore ARS research clearly shows that the ability of content to generate engagement plays a role beyond audience building; actually magnifying recall and shifts in preference for advertised brands. comScore ARS will share the findings of their cross-brand meta-analysis and provide case examples of how viewer engagement is providing the missing link in managing the returns of placed advertising and viral campaigns.

Conference Registration and Additional Information