Engagement is not a four-letter word; it’s a very real and important measure of how effective your ad campaign is. But what is that measure?
The bottom line is that no one publisher has cracked the code and brands and their respective buyers and planners are increasingly looking for something that goes beyond the norm. Every brand wants to get noticed. There is a massive opportunity still on the table. Publishers need to examine their audience, examine their competitive advantages and find new ways to unlock their users’ passions and focus those passions on the brands they love.
For brands introducing new lines or building long-lasting relationships with their customers, looking beyond the click through and focusing on engagement is imperative. The right creative partners, differentiated concepts and insightful execution are prerequisites. Innovation through a varied media mix is what will separate the “viewed” from the “engaged.”
See on www.mediapost.com