Gian Fulgoni

LAS VEGAS – While running Information Resources Inc. beginning in 1980, Gian Fulgoni had an insider’s view of the consumer research business. With comScore now measuring some 120,000 Internet-connected devices within U.S. households, he sees the future of media research requiring lots of cooperation and less reliance on panels. The company’s technology is now in […]

FORT LAUDERDALE — Fragmented content consumption has given rise to platforms that help advertisers and buyers aiming to put measurement back together. The only problem? They’re fragmented, too! Does any of this matter? Some marketers are becoming excited about the prospect of unifying ad measurements in to a single, holistic metric. But is that feasible? An entertaining panel convened at […]

FORT LAUDERDALE — The ability to target individual TV sets with custom advertising is real and it’s here – but you’re going to have to wait a couple more years before it gets really real. With deployments from Cablevision, Comcast, DirecTV and DISH Networks, the number of targetable TV sets is growing but, lately, we have heard still-optimistic executives sound […]

We hear a lot about data science in advertising nowadays. But Gian Fulgoni may have been the trade’s original “Maths Man”. At university, he studied for a physics degree first and a masters in marketing second. That fusion eventually saw Fulgoni lead IRI, the first major supplier of point-of-sale scanner information to the consumer goods industry, in the 80s and […]

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus Gian Fulgoni. “Total US advertising spending is not growing consistently at 10%. “One […]

FORT LAUDERDALE — Over the last couple of years, the digital advertising industry has woken up to the problem of fake ad views, in which ads served by a publisher are not really seen by genuine consumers. If you thought “premium” publishers are off the hook, think again… “When we look at the top  top […]

FORT LAUDERDALE — After the discovery that some advertisers were paying for video ads which were not being viewed by actual consumers, the Media Ratings Council last year defined a standard for “viewability”. Now some brands are finding a link between increased viewability and improved sales, says comScore executive chairman emeritus Gian Fulgoni. In this video interview […]

CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this […]

CHICAGO — Video ads are three times more effective than display ads in delivering brand goals, says Gian Fulgoni, co-counder  and executive chairman emeritus of comScore, in an interview with Beet.TV “Video-delivered campaigns are much more effective than display in terms of a causing a lift in some action metrics as well as attitudinal branding […]

Project Blueprint, a comprehensive cross-platform device to measure the impact of advertising across different media platforms, has been introduced to the industry, comScore recently announced. The new platform was developed in conjunction with ESPN.   At the Beet.TV executive retreat, comScore executive chairman Gian Fulgoni gives the back-story of the collaboration with ESPN, findings from […]

Ad campaign creativity has been lost in the multi-platform digital age as advertisers have rushed to cram their broadcast ads in to a range of very different screens, according to a panel of frustrated ad and measurement executives. “Creative, that’s our biggest hole,” Xaxis’ north America MD Brian Gleeson tells Beet.TV. “We’ve spent so much money […]

VIEQUES, PR – comScore co-founder and executive chairman Gian Fulgoni says the the company’s validated campaign essentials product, or vCE, which tracks digital ad effectiveness in realtime, has more than eighty percent of world’s marketshare.   He says  it is deployed in forty three countries. On the topic of viewability of digital ads, he says […]

CHICAGO  –   Having  a clear set of analytics around where video ads appear on publisher pages has become essential to advertising agencies who are demanding more accountability.   This movement has lead to the introduction of “viewability” tools from several players including Tremor Video’s VideoHub, a consortium lead by TubeMogul and a product from Vindico. The […]