The Evolution of Digital Advertising: From Direct Response to Branding

Originally considered to be exclusively a direct response medium, the online channel is now seen as a powerful advertising platform that offers marketers the ability to both build longer term branding value as well as immediate sales. In fact, digital ad spend is now equivalent to half of TV ad revenues and larger than advertising investments in newspaper, magazines and radio advertising individually. In this presentation, Comscore Chairman and Co-Founder Gian Fulgoni uses Comscore’s decade of proprietary data measuring consumer behavior to show important lessons learned about how to best use this powerful medium.

Presentation take-aways include:

• Digital advertising has been shown to be a powerful and cost effective direct response and branding medium that can lift both online and in-store sales
• The click is not an accurate predictor of display advertising effectiveness
• While offering advantages over traditional media, the cookie is far from perfect as a measurement and targeting tool
• In-flight optimization of digital campaigns dramatically improves financial ROI by improving viewability and targeting accuracy