Exponential Interactive has released a whitepaper discussing the significance of engagement and why the lack of understanding around user engagement leads to misaligned incentives, dissatisfying results and wasted dollars.
Titled, “Engagement: Not Just a Buzzword, The Art of Driving Active Attention with Your Next Consumer”, the paper discusses how prioritising engagement positively affects ad campaigns, including the key points below:
• Engagement should be discussed in terms of capturing conscious active attention – by looking at the brand as a learned behaviour
• Attention should be discussed as the allocation of mental resources to visible or conceptual objects.
• Big data is insufficient without effective application of engagement tactics, as data by itself may be too convoluted, overvalued and intrusive.
• Emphasizing engagement is not only cost-effective; it aligns incentives for advertisers, publishers and vendors alike.
• Opt-in user interaction is best enhanced through video advertising and rich media – particularly with the teaser and brand consistency in interactive elements.
• When measuring brand impact, advertisers should look at cognitive, emotional and physical engagement on a spectrum that is well tailored to the specific campaign.
• Measurement should include larger, brand awareness metrics such as purchase intent, sentiment and intent to seek more information, to more physical metrics including conversion rate, dwell time and interaction rate.
“Our industry has used the term ‘engagement’ liberally for two decades, with little consensus on what it means. Instead, we turn around and optimise our advertising campaigns towards simplistic metrics that reward high-volume, low-involvement content,” says Bryan Melmed, vice-president, insights services, Exponential in a press statement. He adds that this method isn’t working for anyone, especially brand advertisers.
“With the cost of attention having increased by more than 700 percent in the last two decades, competition in the advertising industry has never been higher. When you then consider that only 0.06 percent of banner ads result in measurable consumer action, and that campaigns optimised to engagement increase their interaction rates to 10 percent, you really begin to understand the importance of engagement,” adds Amer Attyeh, MENA regional business head, Exponential. “In the Middle East, we are really seeing the digital landscape evolve as marketers search for the most effective methods of communicating. As the second largest ad network in the region, we hold ourselves responsible for supporting these developments within our industry for both brands and advertisers, and look forward to sharing further insights in the future.”
The full whitepaper can be downloaded here.