'Advertising Engagement': Did It Stick? - 03/09/2007
MediaPost Publications - 'Advertising Engagement': Did It Stick? - 03/09/2007
Brand advertising will never offer the direct-response validation of Google, but measurements and accountability must move beyond awareness potential, and drill down on marketer-driven results. We're seeing this happen more often now, especially as more brand advertising moves to digital platforms. But it's also happening broadly and in more traditional media, like television. The engagement initiative has streamlined many of these efforts.
Brand advertising will never offer the direct-response validation of Google, but measurements and accountability must move beyond awareness potential, and drill down on marketer-driven results. We're seeing this happen more often now, especially as more brand advertising moves to digital platforms. But it's also happening broadly and in more traditional media, like television. The engagement initiative has streamlined many of these efforts.
posted by Donna Clayburn at 8:11 AM
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