Tag Archives: impression

For Presidential Candidates, Image May Trump Debate Issues

The wide swings in debate performances by this year’s presidential candidates reflect the fact that in modern campaigns, a candidate’s image is the message, according to linguistic anthropologists who have studied presidential campaigns.

Candidates send important messages to voters through even their smallest gestures, the researchers say. For example, in this year’s first debate, President Barack Obama often looked down at the podium and was criticized for appearing disengaged. In subsequent debates Obama directly addressed his Republican opponent, former Massachusetts Gov. Mitt Romney, and increased the use of a hammering hand gesture sometimes called the “power grip.” (more…)

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comScore Releases “The Digital Politico” Report Highlighting 5 Ways Digital Media is Shaping the 2012 U.S. Presidential Election

Digital Advertising and Social Media Play Prominent Roles in Political Campaigns, Delivering Amplified Exposure and Facilitating Online Fundraising

RESTON, VA, April 30, 2012 – comScore, Inc., a leader in measuring the digital world, today released a report analyzing the use of digital media in the 2012 U.S. presidential election to date. Entitled The Digital Politico: 5 Ways Digital Media is Shaping the 2012 Presidential Election, the report examines key trends shaping the current election cycle in areas such as social media, digital advertising, and paid search. To download a complimentary copy of the report, please visit: https://www.comscore.com/DigitalPolitico.

“Digital media has emerged over the past few election cycles as a formidable platform for political campaigns, providing the ability to efficiently target campaign messages and reach key voting constituencies at a fraction of the cost of traditional media,” said Andrew Lipsman, VP of Industry Analysis at comScore. “Political blogs, online advertising and online fundraising have helped shape the past few elections, but 2012 will almost certainly be remembered as the ‘social media election’ given how central Facebook and Twitter have become to the current digital battleground.” (more…)

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For Display Ads, Being Seen Matters More than Being Clicked

New Research from Pretarget and comScore Suggests that Buyer Conversion is More Highly Correlated with Ad Viewability and Hover than with Clicks or Gross Impressions

SAN FRANCISCO and RESTON, VA, April 24, 2012 – comScore, Inc., a leader in measuring the digital world, and Pretarget, the intent targeting company, today released results of an online advertising study which found that ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions.

“Your ad being seen matters more than your ad being clicked – if you have a back-end conversion metric,” said Pretarget Founder Keith Pieper. “After all, what good is an ad that can’t be seen? It’s intuitive that an ad must be seen to make an impact, and it’s even more intuitive than someone hovering and engaging with an ad might convert, even absent a click.” (more…)

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