The varying impact of ad frequency in the digital environment
Gian FulgonicomScore
At the 2010 annual ARF Re:think conference in New York, Hernan Lopez, president of .Fox Networks, and I presented an analysis of four ad campaigns run on the .Fox Network in the U.K that were evaluated using the comScore AdEffx90™platform. One of the campaigns used only video ads, one used a combination of video and display, while two campaigns featured display ads only. The four campaigns delivered a total of 300 million impressions. We used the comScore panel of about 80,000 U.K. Internet users to...