Looking Back on 50 Years of Advertising Research: ARF Interview with comScore's Gian Fulgoni

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

MediaBizBloggers, 3/9/11

March 2011 marks the publication of a 50th anniversary Special Edition of the Journal of Advertising Research. We took this occasion to catch up with one of advertising’s greatest minds, comScore Executive Chairman and Co-Founder Gian Fulgoni. We spoke with Fulgoni about the biggest moments in research history and the challenges ahead.

ARF: What do you see as the most important changes and breakthroughs the advertising industry has undergone in the last 50 years?

Gian Fulgoni: Technology has been the catalyst for many of the major breakthroughs we’ve seen in the advertising industry over the past 50 years. The introduction of new technologies has not only dramatically changed the way advertising messages can be communicated but also how marketers can measure the impact of their advertising campaigns.

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