comScore Sr. VP: Clicks Bad Metric to Evaluate Online Ads April 18, 2012

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Complete video at: http://fora.tv/2012/04/12/L2_Module_1_Brands_as_Media_Companies

Anthony Psacharopoulos, a Senior Vice President at comScore hypothesizes that, even though clicks on internet ads are an easy data point to collect, their seemingly low numbers may not represent the actual effectiveness of display ads online.

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In an age where brands have the tools to generate compelling content and connect directly with consumers, advertising is becoming a tax that brands have to pay.

Many brands are circumventing the publisher network by generating their own media and distributing it to online and social media "readerships" that are far bigger than those of traditional media. This half-day clinic explores case studies and best practices on how brands can generate meaningful content to connect directly with consumers.

Anthony Psacharopoulos has a wealth of industry, consulting, and market analysis experience, having advised clients on strategic and marketing issues in a number of industries including media companies, financial services, manufacturing, pharmaceuticals/healthcare, and CPG. At comScore, Anthony manages sales for the Retail, Travel, Health, and Media East verticals.