When then-candidate Bill Clinton needed to urge his campaign team to focus on a winning issue, he famously quipped, “It’s the economy, stupid!” With perhaps altogether different stakes on the table in the world of magazine advertisement, there seems to be a growing chorus of agreement that engagement is the key to success for digital ads, particularly on the tablet.
Forbes’ Paul Dunay delves into this new flavor of marketing in a recent article Engagement Advertising: The Future of Brand Advertising?
Behavioral studies show that when an individual seeks information about something and is able to act upon it, the conversion of that intent will be 70 percent more efficient than a classical push ad. It becomes even more so if you add the ability to engage the user in a conversation about a product he is interested in or loves.
In its recent deep-dive study that specifically explored various types of tablet-based interactivity and reader engagement, VivaKi, a digital advertising solutions company, asked participants their thoughts about a new metric for measuring ad effectiveness.
When we were doing in-flight reporting, we really quickly decided to deprioritize click-through rate as a secondary or tertiary metric. The primary KPI for us was engagement. That was specific to our creative and content. – Jeff Chaban, VP Connections Research and Analytics, Mediavest
Our objective was to find a superior metric to click-through rate. People have been saying that click-through rate’s dead for so long. Moving to a focus on engagement rate wouldn’t be shocking to the industry. We’re okay that the click-through rate was .03 because the interaction rate was 5. – Amy Durbin, VP Media Director, Spark Communications
And, in the summary of the Folio:’s and min’s mid-April MediaMashup Summit, we read about How Media Companies Can Master the Digital Advertising Era and Maximize Ad Revenue:
Online advertising has traditionally been created to scale for the messaging itself, rather than engagement. Engagement is the true measure of success.
I’ll be looking for more evidence that engagement rate is more than just another term for what we’ve all been measuring all along. Perhaps it is the true measure of success.