I interviewed Anne Hunter, VP of Advertising Effectiveness Products, comScore, after a seminar she led on Ad Effectiveness to a packed house of publishers, advertisers, agencies and ad solution providers at the IAB.
One of my takeaways from the session was that a lot of times brands will come to their agencies with multiple goals for a campaign, such as increasing awareness and driving coupons. Often, the strategy and execution for one goal is very different than that for another goal. So it is important to push back and get the advertiser to focus on a clear, explicit goal, rather than a group of often conflicting goals.
The end result may be a few initiatives, each focused on a clear goal, such as raising awareness, rather than a single initiative that tries to be all things and ends up succeeding at nothing.
I asked Anne a few questions, answers in the video above:
- How do online publishers and Ad platforms convey to brand marketers the true value of online advertising to get them to allocate more budget to digital?
- What data should we be showing advertisers and what is the challenge in showing it to them?
- What advice would you give to a publisher that is competing for online Ad dollars from brand marketers and the agencies that represent them (e.g. Sports Illustrated vs. ESPN)? How can they gain an edge in a bake-off?
- For campaigns gone wrong, how often is it actually a campaign gone right, but the wrong things measured, and therefore perceived as a failure?
- What is the current state of in-video advertising?
- You spent years @ Tacoda. When might behavioral advertising be more appropriate for a brand than contextual advertising and vice-versa?
