Ad Associations Seek "Engagement" Metric
A joint-task force composed of members of the Association of National
Advertisers, American Association of Advertising Agencies and the
Advertising Research Foundation yesterday unveiled an initiative that
would shake up the classic equation of advertising math that determines
consumer exposure to an ad. It would replace the concept of frequency
-- the number of exposures to an ad -- with "engagement," a metric that
could better reflect the growing number of media choices facing
consumers, from cell phones and the Internet to video games and
podcasts.
Said Mr. DeSena, "Engagement has a psychological component, but it will manifest behaviorally -- it will lead to an action."
The committee's initial tasks are to define engagement and propose a
large-scale research effort to validate it as a planning, tracking and
return on investment metric, said Joseph Plummer, chief research
officer at the ARF. Read more (Adage.com)
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