SAN DIEGO, CA — Internet as an advertising vehicle can drive brand sales
by more than four times when compared to television, said comScore
chairman Gian Fulgoni at the iMedia Brand Summit in San Diego Monday
He cited research comScore and others have conducted comparing the two mediums. The result: Over the course of a year, TV ads lifted retail sales by 8%, while online advertising lifted sales 9% in just three months. “If you were to compute dollar costs, Internet
would shine tremendously,” he said. We caught up with Fulgoni earlier this year and he shared
with Beet.TV his thoughts about what marketers should and shouldn’t be measuring online.
Daisy Whitney interviewed Gian at iMedia today and sent us this report. We are republishing this March interview today.
Allison Salewski, Associate Producer