Comments on: Engagement seems dodgy http://yardley.ca/2008/02/25/engagement-seems-dodgy/ greg yardley on online product management Wed, 04 Jan 2012 05:04:13 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: anonymous http://yardley.ca/2008/02/25/engagement-seems-dodgy/comment-page-1/#comment-1674 anonymous Wed, 07 May 2008 14:32:22 +0000 http://yardley.ca/2008/02/25/engagement-seems-dodgy/#comment-1674 atlas created this before the aquisition-- fyi atlas created this before the aquisition– fyi

]]> By: Josh http://yardley.ca/2008/02/25/engagement-seems-dodgy/comment-page-1/#comment-1257 Josh Tue, 26 Feb 2008 15:03:47 +0000 http://yardley.ca/2008/02/25/engagement-seems-dodgy/#comment-1257 http://i2pi.com/rez/reich03advertising_exposure.pdf http://i2pi.com/rez/reich03advertising_exposure.pdf

]]> By: Jerry http://yardley.ca/2008/02/25/engagement-seems-dodgy/comment-page-1/#comment-1256 Jerry Tue, 26 Feb 2008 14:05:12 +0000 http://yardley.ca/2008/02/25/engagement-seems-dodgy/#comment-1256 Engagement as a metric is what drives almost all TV ad spend and much of print spend (especially magazine.) Some proportion of advertising is meant to drive transactions and some is meant to build brands... the various psychological theories of the latter require the consumer to 'engage' with the ad so that the brand is imprinted in their memory. While TV media spend isn't as healthy as it was, it is still pretty healthy considering the decreasing time spent with the medium. The reason for this is that there is no comparable way for internet ads to create engagement. So, while I think measuring engagement is a good thing as more branding dollars move onto the internet, I hope the Atlas people are honest enough to admit that the numbers are miniscule. I don't think I'm going out on a limb by saying that banner ads are completely ineffective in creating engagement. Some of the interactive stuff and rich media stuff is more engaging, but probably not much. Engagement as a metric is what drives almost all TV ad spend and much of print spend (especially magazine.) Some proportion of advertising is meant to drive transactions and some is meant to build brands… the various psychological theories of the latter require the consumer to ‘engage’ with the ad so that the brand is imprinted in their memory. While TV media spend isn’t as healthy as it was, it is still pretty healthy considering the decreasing time spent with the medium. The reason for this is that there is no comparable way for internet ads to create engagement.

So, while I think measuring engagement is a good thing as more branding dollars move onto the internet, I hope the Atlas people are honest enough to admit that the numbers are miniscule. I don’t think I’m going out on a limb by saying that banner ads are completely ineffective in creating engagement. Some of the interactive stuff and rich media stuff is more engaging, but probably not much.

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