Deliver content that is relevant to the consumers' interests and intentions in the moment.Read more
Digital advertisers can improve campaign performance and enhance consumer engagement by adopting the latest data-driven techniques, so BCG partnered with Google to gather data on digital advertising effectiveness.
Digital advertising can engage with and benefit consumers by delivering content that is highly relevant in real time. But inexperience with the latest targeting techniques, inconsistent campaign execution, and fragmentation in campaign strategy and development mean many advertisers and agencies fail to fully realize the potential of digital marketing.
Working together with Google, BCG analyzed and tested digital display advertising campaigns for five large North American and European advertisers.