Measuring Up: Web Analytics Firm Monitors Engagement

MediaPost Publications, June 16, 2008 — Start-up Web video analytics firm Visible Measures today is expected to announce the availability of a service for advertisers and agencies to measure the "true" viral reach and audience engagement of their video ad campaigns.

Visible Measures' technology, which monitors user engagement throughout the entire video stream, has so far focused on helping publisher customers get a better idea of what parts of their videos work, and what parts don't.

Starcom's Ad Deal for Kellogg's Hinges on Engagement†

Banner-Ad Campaign Based on Cost per Interaction

Advertising Age, April 21, 2008 — At a time when marketers are increasingly relying on engagement as a key metric of the success of an online ad campaign, Publicis Groupe media agency Starcom has brokered an online display-media deal based on cost per interaction rather than the more traditional metric of cost per exposure.

Digital Engagement Top of Mind at IAA World Congress†

Online Is Not Just a Sales Channel, and Technology Will Only Increase Engagement With Consumers

Advertising Age, April 8, 2008 — The International Advertising Association's 41st annual World Congress is themed "What's Coming Next." The consensus among executives gathered here is that more focus will be placed on using digital creative to engage users rather than just advertise to them.

TV Makes Strides While Marketers Experiment Widely†

Media Fragmentation, Measurement, Scale and Interactivity Are Just a Few Topics Debated at Our Latest CMO Roundtable

Advertising Age, March 24, 2008 — Is the scale that TV delivers anywhere close to being replaced for marketers? Ad Age Editor Jonah Bloom and CMO Strategy Editor Jennifer Rooney recently sat down with Association of National Advertisers President Bob Liodice; Jeff Bell, corporate VP-global marketing for Microsoft's Interactive ntertainment Business; Bob Stohrer, CMO of Virgin Mobile; and Steve Sullivan, senior VP-communications at Liberty Mutual, to answer that and several other critical questions

So Much for Engagement; Buys Are Still Based on Eyes†

'Wave Eight' Survey of Marketers Finds Media Buyers Still Want Reach and Will Pour More Money Into Online

Advertising Age, January 14, 2008 — It's still about the eyeballs.

For all the talk about engagement, top marketers and their media buyers still consider reach the No. 1 criteria when they're framing their media plans and making their purchases. In findings shared with Ad Age, the majority of respondents to Advertiser Perceptions' "Wave Eight" survey of 2,047 top marketers and their media buyers, less than half ranked engagement among their top five criteria when buying media.

That said, the big media spenders plan to pour more dollars into digital in the next six months, which could be construed as a vote for a medium that allows targeting and a high level of measurability — or maybe just another vote for going where the eyeballs are. An overwhelming 76% of respondents said they will... continue reading

On Advertising: Consumers vote for the best slogan

International Herald Tribune, March 18, 2007 — Consumer engagement may be the marketing mantra of our time, but Laurent Florès sees a fundamental problem: Good ideas can be drowned out by a flood of bad ones. Consumer panels, both online and live, have become popular ways for companies to float and road-test new ideas. Online panels are often run like beauty pageants, where consumers vote for ideas that a company is considering.

Dove Effort Gives Package-Goods Marketers Lessons for the Future†

Four Points to Learn From 'Real Beauty' Campaign

Advertising Age, March 5, 2007 — "What's changed?" I asked. Shelly Lazarus, the chairman-CEO of Ogilvy & Mather Worldwide, among the most successful ad-agency leaders of our time, thought for a moment and responded: "Nothing has changed in terms of the insistence that everything begins with a great idea. Everything has changed about how it's expressed and the speed of getting it out."

Stengel Exhorts 4A's: 'It's Not About Telling and Selling'†

P&G's CMO Ditches Simple Mantra for Dialogue-Driven Communications

Advertising Age, March 2, 2007 — Procter & Gamble's Jim Stengel described a major cultural shift that he believes is turning the world's largest marketer into a starter of conversations and a solver of consumers' problems rather than a one-way communicator. "It's not about telling and selling," said the global marketing officer of the company that once lived by that simple mantra. "It's about bringing a relationship mind-set to everything we do."