David Chavern, President & CEO of the NAA, and Media Future Summit Alum, is a digital advertising mythbuster. His recent article for the NAA's News and Media blog takes on the myth that consumer targeting in the digital space is all about who sees your ad, not where they see it. Citing ComScore's recently published study, “The Halo Effect: How Advertising on Premium Publishers Drives Higher Ad Effectiveness,  Chavern debunks this myth. According to the ComScore study, display ads on premium publisher had significantly higher %  brand lift than non-premium sites and were three times more effective in driving Mid-Funnel brand lift metrics". Chavern also has some ideas about ads tailored to the digital space.

 

 

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