Digital advertising, marketing, and publishing executives today deliberated over what "engagement" means for their business and clients
Digital advertising, marketing, and publishing executives today deliberated over what "engagement" means for their business and clients. And no one agreed on one way to define, measure, and extract value from online engagement.
"Engagement is a concept we're still defining," said Jean-Philippe Maheu, CDO of Oglivy North America. It includes, he said, creation and distribution of great stories and determining how to best get brand influencers and advocates to work with a brand.
Nada Stirratt, MTV Networks's EVP, digital advertising, said engagement represents developing the right programming that consumers will invest in. "Whether that's someone watching [TV] on the air, going online, creating an avatar, playing a game, creating a community, or texting in on a cell phone," she said.
These executives were among 18 who spoke during a three-hour "Engagement Debate" at the Hard Rock Cafe in New York Times Square. VideoEgg presented the event, which coincided with the company's launch of its new "per engagement" pricing model on its video advertising network.
Ian Schafer, Deep Focus chief executive, likened engagement to initatives to build brand loyalty, rather than to promote a direct response, such as an online purchase.
During a discussion on how to measure engagement, Erin Matts, group director, strategy, at OMD, said metrics vary depending on a brand's objective. In order to establish some standardization and faciltate future planning, Matts tries to work, when possible, from comScore metrics such minutes per day on a media property.
Benjamin Ezrick,Ogilvy Interactive's senior strategist, digital innovation, argued that Google has already defined and measured engagement: the click. "Right now, that's the best monetization of engagement," he said. "That's the standard."
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT