Digital and social advertising effectiveness for business: Evaluating role and ROI of emerging media and comparing with traditional offline media for developing Asian economies
Sweta Agrawal and Aarti BharadwajStarcom MediaVest Group
Preface
For many developing Asian economies, conventional offline media1) is the preferred advertising choice due to legacy, higher penetration and established measurement metrics. This paper describes a customizable framework built for quantifying business effectiveness of emerging media2)for a brand. By juxtaposing digital with offline media, we develop a common currency for comparing their performance in driving sales conversion. We are therefore able...