Linda Abraham (LA), CMO, comScore speaks with I-COM World Measurement News Blog author, Andreas Cohen (AC), about comScore's products and future
AC: In addition to audience measurement, I understand comScore has a growing ad effectiveness measurement business. Can you speak about that?
LA: Measuring the effectiveness of online ad campaigns is one of our fastest growing offerings. Even in—and perhaps especially in—a declining ad economy, our clients need to understand what kind of return they’re getting on their investments in digital advertising. While there is a lot of debate around what the ‘right’ ROI metric should be, our experience suggests two important ‘truisms’ around which we’ve based our entire ad effectiveness solution. First, there is no ‘one size fits all’ metric, and second, if there were such a metric, it is definitely not the click.
All campaigns need to understand the extent to which they hit their intended target. But beyond that, different campaigns can have different objectives. In some cases, branding, rather than direct response, is the stated objective. In other cases, driving people to your site, getting people more engaged at your site, or getting them to proactively search for your product is the goal. In other cases, transactions are important. Did people complete more credit card applications, request more insurance quotes or configure more cars. Yet in others, the only thing that matters is whether or not people bought more product and, if so, did those sales take place online or offline. Any or all of these questions can be important for a given campaign.
Our suite of products in this area, called Ad Effx, has 5 components, each offering a set of KPI’s that relate to one or more objectives in these areas. We believe offering a comprehensive set of metrics–allowing the client to determine which are their ‘money metrics’ for a given campaign–is the best approach. As cross-media measurement becomes more mainstream, we plan to continue to expand and refine the breadth and depth of these metrics.
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