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JAN 14

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

Categories: Marketing Strategy, Marketing Effectiveness
Tags: Engagement, Reach
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