Wednesday, September 20, 2006

Getting Engaged

Are you measuring engagement as you gauge the success of your ads? A recent survey found that most advertisers are -- but that what's used to determine engagement can be wildly divergent.

When asked which among a given list of factors should be considered when defining engagement, most respondents felt that engagement could be measured through metrics with which they are already comfortable, such as conversions and lift in brand impact. Interestingly, time spent with an ad and time spent on the advertiser's site were the third- and fourth-ranked factors for defining engagement. This low ranking reveals some incongruity, as the majority of respondents see engagement as a way of getting consumers to interact with a brand.

Do you measure engagement? How?


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