The 'engagement gap' in digital display: insights from comScore

Magid Abraham, comScore president/ceo, spoke to audiences at the IAB Leadership Meeting in 2012 about how digital engagement frequently didn't measure up to expectations.

The 'engagement gap' in digital display: insights from comScore

Geoffrey PrecourtWarc

According to Magid Abraham, comScore President/CEO, a group of brand marketers – among them, Kellogg, Chrysler, Ford, Sprint, General Mills, and Kraft – were "actually surprised" that the reality of digital engagement didn't measure up to the loftier promises of many internet publishers.

Photo: Doug Goodman

In fact, comScore estimates the average online display advertisement has a three in 10 chance of entirely missing its target audience, Abraham told the Interactive Advertising Bureau's 2012 Annual Leadership Meeting in Miami's South Beach. And, to address this delivery gap, comScore...

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