“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker, pioneer of marketing is famously reputed to have said that. However, it is not licence to shrug and ignore the problem when it is possible to ascertain, online, whether an ‘Opportunity to See’ has occurred or not.
Online advertising assessment oﬀers that potential. And the measurement of eﬀects gets away from the direct measurement of click-through response and towards a better measurement of the subtle branding eﬀects of advertising. In this paper, we will show the latest developments in the ﬁeld and how technology has helped over- come the visibility issue of online ads.
Mani Padmanabhan – Country Manager, SSI, SEA & India.
Presented at Asia Research Breakfast Seminar in Jakarta on July 19, 2017.
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