For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents Roundtable with Improving the Effectiveness of Online Advertising Heather Dumford, ConAgra Foods Cynthia Neumann, ConAgra Foods Tammy Vance, comScore, Inc.
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ConAgra-Improving the Effectiveness of Online Advertising
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For info about the proprietary technology used in comScore products, refer to http://comscore.com/About_comScore/Patents
Roundtable with Improving the Effectiveness of Online Advertising
Overall average in-target rate for online campaigns is 43%,
with variance seen across product categories
*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser / Product categories as well as studies
run directly by publishers and ad networks.
**Target audience is categorized based on the primary target selection in vCE, which is self-designated during campaign set-up.
***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness
% In-Target: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S.
% In-View: Overall* and by Select Advertiser / Product Category** Source: comScore vCE Benchmarks, Q3 2014, U.S.
*The Overall Norm comprises data from more than 200 billion impressions over the course of a 12-month rolling period. This includes campaigns that go beyond the select Advertiser / Product categories listed above to also include additional Advertiser /
Product categories as well as studies run directly by publishers and ad networks.
**Viewability benchmarks include display campaigns only; viewability is defined as 50% of the ad’s pixels in-view for at least one second.
***The Health / Wellness category includes campaigns for brands, products and/or services in the following sectors: health associations, health insurance, hospitals, over-the-counter, pharmaceutical, public health and wellness.
Overall average in-view rate is 46%, with variance seen
across product categories, though less so than in-target