Measuring Consumer Engagement: A great concept that has never been tried
About eight years ago, Bob DeSena, Mars; Ted McConnell, P&G; Norm Lehoullier, Grey Interactive; Greg Smith, Ogilvy, and I started the project that became known as Consumer Engagement.
Here was the premise: The moment consumers have the opportunity to see an ad, linear or digital, and before they take action of some kind, there is a space which the five of us called The Engagement Zone. In this zone, someone who sees an ad decides, usually emotionally, whether they will engage with the ad and ultimately do something with the information included in the ad.
So, we asked ourselves: What does it take to get a consumer to engage with that ad? Because if they don’t engage, they won’t think better of the product advertised or, worse yet, won’t effect a transaction.
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