The FINANCIAL — On October 26, comScore, Inc. announced that at the Print and Digital Research Forum (P&DRF) 2015 London Symposium last week it won the Chairman’s Prize for innovative research led by Steve Millman, VP of Research at comScore, on how viewability and latency impact advertising effectiveness. Millman was also nominated for Best Presenter at the Symposium.
Key findings from the research answered important advertising questions, such as what is the relationship between return on investment (ROI) and viewability of a campaign, is there value to an “unseen” ad, and what is the amount of time it takes for an ad to lose its influence. In all cases, viewable ads were substantially more effective than non-viewable ads, supporting both the definition of viewability and the effectiveness of viewability measurement. It was also noted that changing the way ad servers determine whether to fire an ad using latency periods would offer media planners with a variety of effective new approaches to maximizing ROI. The research was presented in two papers and co-authored by Alex Wakim and Zhiwei Tan, according to comScore.
“As an industry thought-leader and innovator, comScore strives to execute research and present new findings and best practices that advance industry knowledge regarding media measurement,” said Steve Millman, VP of Research at comScore. “The receipt of this prestigious award recognizes and validates comScore’s continued efforts to drive valuable and needed industry knowledge.”
The Print and Digital Research Forum, formerly known as the Worldwide Readership Research Symposia, provides a global forum for advertisers, agencies, publishers, industry bodies and research and software providers, to share their expertise and experiences, to develop credible business models, backed by robust research.