Not long ago, the sales funnel was thought to be simple. In this view, the first step was for
marketers to use television advertising, print, and/or direct mail to • create awareness of a …

The advertising-based digital-media economy took the better part of two decades to develop,
but the realities of an exceptionally rapid shift from desktop to mobile platforms is creating …

… 1 Gian Fulgoni, co-founder and chairman emeritus of comScore, Inc.(and JAR columnist)
was one of the 2015 Warc judges. 2 In the pages that follow, Fulgoni shares the insights he …

Online advertising spending in the United States exceeds $20 billion annually. However,
click rates on display advertisements average only 0.1 percent. Are low click rates evidence …

The author offers opinions on Big Data, the information generated by consumers by their
Internet use and automated point-of-sale systems, in Internet advertising media planning and …

Digital Meets Offline WOM is more than just digital. On average, WOM drives 13 percent of
consumer sales—two-thirds of which derives from activity offline and one-third online. 1 Other …

THe RISe Of DIGITAL WORD Of MOUTH There is no more powerful way of communicating
information, including marketing messages, than from person to person. Word-of-mouth …

This study presents findings from three charter studies involving leading global advertisers
in three key geographical regions: the United States, Europe, and Canada. The goal of the …

… Here, she joins her colleagues, Andrew Lipsman and JAR columnist Gian Fulgoni, describing
the combined use of data analytics, creative messaging, and social media in the 2012 and …

IN THE DIGITAL WORLD, NOT EVERYTHING THAT CAN BE MEASURED MATTERS of
display advertisements. It’s likely that simplicity, low cost, and speed are the drivers of the …