Mumbrella360 video: How delivery and brand sales impact can drive digital advertising ROI

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

Lachlan Brahe, Joe Nguyen

Joe Nguyen and Lachlan Brahe from Comscore discuss the challenges in analysing how effective your marketing campaign is.

Brahe reveals factors that can distort campaign evaluation results, issues that should be expected in digital advertising, and how brands can optimise their campaign budget in the most effective ways.


Guest experts: Joe Nguyen, senior vice president Asia Pacific at Comscore; Lachlan Brahe, vice president ANZ at Comscore.


  • 00:15: “Are we running ads that have commercial effectiveness to consumers?”
  • 04:30: Why advertisers should be wary of bot traffic
  • 06:00: How invalid traffic can affect marketers and advertisers
  • 11:00: What is viewability, and how should marketers use it?
  • 16:00: Resilient challenge from bots and invalid traffic to digital advertisers
  • 18:00: Why we shouldn’t equate measurability with accountability in advertising
  • 19:45: Different ways in which one could interpret the efficiency of ads
  • 21:30: Viewability is just one of the many aspects in marketing optimisation
  • 27:30: The focus should be not just engagement, but also its tangible results
  • 36:45: Case studies of invalid traffic analyses
  • 39:20: Audience questions

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