Numbers, Please: Digital Game Changers: How Social Media Will Help Usher in the Era of Mobile and Multi-Platform Campaign-Effectiveness Measurement

This paper examines the future of advertising investment into mobile and multi-platform campaigns. Future spend is expected to be driven by social media leaders facilitating marketing-effectiveness research into the area.

Numbers, Please: Digital Game Changers: How Social Media Will Help Usher in the Era of Mobile and Multi-Platform Campaign-Effectiveness Measurement

Gian Fulgoni and Andrew Lipsman

comScore, Inc.

INTRODUCTION

Addressing the Mobile Monetization Gap

The advertising-based digital-media economy took the better part of two decades to develop, but the realities of an exceptionally rapid shift from desktop to mobile platforms is creating the most disruptive event in the industry’s history. Marketers are having to contend with a platform that has significant size limitations, while publishers are faced...

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