DoubleClick DFA-Omniture Genesis Integration - Comcast

This integrated web solution, from MediaVest for client Comcast, won silver in the telecommunications category at the ARF David Ogilvy Awards.

DoubleClick DFA-Omniture Genesis Integration – Comcast

BUSINESS SITUATION & CAMPAIGN OBJECTIVES

The advertising industry has historically been relying on click-through rates to evaluate the success of campaigns. However, recent research stresses that for most display ad campaigns, the click-through is not the most appropriate metric for evaluating success. Rather, advertisers should evaluate campaigns based on their combined click-through and view-through performance. A view-through occurs when users see an ad, do not click on it, but still perform the ad's intended actions – in our case, visiting Comcast.com, researching Comcast product offerings and, ultimately, signing up or upgrading the existing service....

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