comScore and News UK: The Impact of Advertising on Audience Behaviour
Knowing the impact of advertising on consumers’ behaviour – and being able to demonstrate this – is critically important when evaluating the full effect of online advertising.
To answer this need, News UK partnered with comScore and Keller Fay on Project Footprint. This major piece of research sought to quantify the correlation between readers’ ad exposure and their subsequent online behaviour, offline conversations and actual purchases.
Learn how comScore helped News UK achieve significant benefits, including:
Demonstrating advertising impact:
- Audiences exposed to ads on The Times were significantly more likely to visit key advertisers’ sites.
Expanding commercial opportunities:
- The opening of new commercial doors including a notable contract win valued at +£400k.
Garnering industry recognition:
- The research resulted in numerous industry accolades and significant media attention.