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UNDERSTANDING THE BUZZWORD “ENGAGEMENT”

March 7, 2014

My firm runs several national websites as well as  some very successful digital cooperative advertising campaigns (the most popular one being Crater Lake Country). Although our digital ad campaigns blow the competition away with typical metrics – total impression and click-thru rates (CTR) – that’s probably why our client renewal rate is 96% – I’m occasionally asked about engagement. Unfortunately, this term has become a catchall phrase for a variety of interactions. In fact, there is no universally accepted definition of engagement.  To get a better handle on engagement, the IAB (Interactive Advertising Bureau) working with Radar Research has tried to untangle this buzzword with an excellent White Paper: “Digital Ad Engagement: An Industry Overview and Reconceptualization.”  

As the paper points out, the challenge in trying to define engagement is that after total impressions and CTR, the word is used to talk about three different phenomena: Ad Engagement: Is the creative compelling? Are viewers interacting with it in some way? Content Engagement: Which content is the most captivating on the site? Audience Engagement: Which viewers are paying the most attention? Who contributes to the conversation?

The paper reviews how these three forms of engagement can now be tracked to some degree. While you may find the paper a bit technical, I think it is a must read if you want to get more from your online marketing efforts. Email me and I will send you a PDF copy of the White Paper for free.

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2 comments

  1. Please send pdf white paper.

    Thx!


  2. Mark,

    Please send me the White Paper on Engagement.

    Thanks,

    Don



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