comScore's Smart Control™ methodology is the industry's first model-based approach to measuring the effectiveness of online branding campaigns. This methodology is currently being applied to comScore AdEffx™ Brand Survey Lift, an advertising effectiveness solution that quantifies the impact of digital advertising on key branding measures like attitudes, awareness, message recall and intent-to-purchase. With this unique approach to branding effectiveness measurement, Smart Control provides a more accurate, efficient and granular evaluation of a campaign's branding impact. Hear more about this innovative measurement approach from comScore's SVP of Survey Research, Harvir Bansal.
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