ComScore and measuring the true effectiveness of online display ads

Geoffrey Precourt

Online display advertising can make a powerful first impression on shoppers, but its real impact may be in providing brands with long-term share of mind.

In a presentation to the Advertising Research Foundation (ARF) 2009 "Audience Measurement Conference," Gian Fulgoni, chairman of ComScore, the internet data company, revealed the consolidated results of more than 200 studies conducted to assess impact of paid search and display ads on online and offline sales.

ComScore studies digital audiences through what it calls "proprietary panel design, patented data capture technology and online data retrieval network." Its ComScore panel – what it calls “the largest continuously measured consumer panel of its kind" – conducts continuous global measurement of some one million consumers in the U.S. and a like number in more than 170 countries.