Measuring Engagement - Future of Advertising Research 2008

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Presentation on Measuring Engagement given by Mark Brown, Strategy Director, Weapon7, and Doug Edmonds, Head of Numbers, 2CV at the WARC Future of Advertising Research 2008 event.

Diversão e humor Tecnologia

Engagement In The Interactive Space Prepared by Doug Edmonds, 2CV and Mark Brown, Weapon 7 September 2008

Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Engagement = More enjoyment. Learn more. Like things more. The response of an engaged audience

Does interactivity lead to greater comprehension? +10% + ► Average effect of interactive over TV *Finding ad very easy to understand

Does interactivity lead to greater enjoyment? +9% + ► *Those who enjoy a lot/quite enjoy the ad Average effect of interactive over TV Spot

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What does this mean?

The big question ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Measuring Engagement - Future of Advertising Research 2008

1. Engagement In The Interactive Space Prepared by Doug Edmonds, 2CV and Mark Brown, Weapon 7 September 2008

3. Ribena – Brand Participation TEMPTING TV + trigger Email You Tube PARTICIPATION Film making Online Microsite Interactive TV BUILD Word of mouth Couponing PR

8. Engagement

9. Engagement

10.

11. Does interactivity lead to greater comprehension? +10% + ► Average effect of interactive over TV *Finding ad very easy to understand

12. Does interactivity allow people to learn about brands? +13% + ► Average effect of interactive over TV Spot *Strongly associating brand with correct attribute

13. Does interactivity lead to greater enjoyment? +9% + ► *Those who enjoy a lot/quite enjoy the ad Average effect of interactive over TV Spot

14. Does interaction change appeal? +19% + ► *Finding brand much/a little more appealing Average effect of interactive over TV Spot

15.

16.

Measuring Engagement - Future of Advertising Research 2008

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