Gian Fulgoni, chairman and cofounder, comScore, opened the OMMA Hollywood conference Monday with a firm assertion that "one fundamental theme we have to get off is that the click is a relevant method
of advertising.
He said there are many other ways to measure effective advertising. The industry also must begin looking at online marketing that drives offline behavior.
Advertisers
have not started using the Internet to reach consumers worldwide, but it will come. The economy is driving the shift toward the Internet. Search continues to power along and should lead to online
spending.