A recent article in AdExchanger talks about the need to move to brand engagement measurement instead of the traditional metrics of audience delivery and reach. Brand engagement has always been the ultimate measurement goal for marketers because it presumes that engagement with a message will result in action towards sales.
But what does engagement measurement really mean and what is the best
metric for measuring it? For the past decade, industry experts and
organizations have tried to reach a consensus on the definition of
engagement and have come up with hundreds of possibilities. If not
everyone can agree on what engagement is, how can we agree on a measurement for it? It’s a conundrum.
Read my full article on the Videa blog.