ComScore:2015全球营销经验总结(Lessons Learned in Digital Advertising)

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虽然广告在新技术的出现,发生了极大地改变发展。但是广告的目标是大致相同的。因为广告一直以来,就是引发的情感,情绪,认知和行为,最终增加销售和建立品牌的忠诚度。要想办法做到这一点的最有效的方式是至关重要的,并能够量化的营销投资回报是必须的。

通过comScore的广泛的,全球性的研究,在数字广告领域,我们已经确定的关键经验教训有助于阐明光对行业的现状,引导我们走向更有效的规划,媒体购买者的路径,更强的评价和总体改善的结果上和卖家。

While advertising has evolved tremendously with the advent of new digital technologies, its goal today is much the same as it has always been—to elicit feelings, emotions, perceptions and actions that ultimately increase sales and build brand loyalty. Finding ways to do this in the most efficient manner is vital, and being able to quantify a return on a marketing investment is a must.

Through comScore’s extensive, global research in the digital advertising space, we’ve identified key Lessons Learned that help shed light on the current state of the industry and guide us on a path toward more effective planning, stronger evaluation and overall improved results for media buyers and sellers.

Key Lessons Learned(关键点)
1. Clicks are at best an incomplete – and at worsta misleading – metric.
2. Cookie-based targeting and measurement can lead to inaccurate campaign planning, execution and evaluation.
3. Viewability, brand safety and non-human traffic measurement can provide much-needed transparency in an increasingly opaque, programmatic world.
4. Industry benchmarks can help media buyers and sellers set campaign delivery expectations.
5. In-flight optimisation of campaign delivery can have powerful brand-building and ROI impact.
6. As the media environment fragments, campaign and audience measurement must adopt a unified, Multi-Platform view of the consumer.
1.点击量是一个不完整的,在最坏的情况误导度量。
2.基于Cookie的定位和测量,可导致不准确的活动策划,执行和评估。
3.非人为流量测量越来越不透明,程序化提供急需的透明度。
4.行业基准测试,可以帮助媒体买家和卖家设置的运动传递的期望。
5.优化传递,可以增加投资回报率的影响。

6.随着媒体环境的碎片化,消费者和受众测量必须采用消费者一个多平台视图。


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