How Channel 4 and iCrossing engaged online consumers

Stephen Whiteside

This article previews a presentation to be given at WARC Online's Measuring Advertising Performance conference on 4-5 February 2009.

WARC MAP 2009: How Channel 4 and iCrossing engaged online consumers

Stephen WhitesideWARC Online

Among the many pressures likely to face advertisers and agencies in the economic downturn, the need to prove the effectiveness of marketing communications seems particularly acute.

This is especially the case on the web, which is commanding ever-increasing amounts of both consumers’ time and advertising revenues, but where establishing accurate, in-depth metrics beyond simple clickthroughs has proved to be a complicated process.

Ahead of WARC’s Measuring Advertising Performance Conference 2009on 4-5 February, this article discusses one of the...

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