I’m always one to look for theories to be proven or dis proven, so this headline in MediaPost caught my eye today –Effectiveness Is Not Aligned With Engagement, and I’m glad I read it.
The article makes two points which may seem obvious, but sometimes advertisers view engagement as a silver bullet for narrowing down prospective media opportunities, which are mind-bogglingly complex. Truth is, there is no silver bullet and there are always downsides to the seemingly simple answer — in this case, high engagement is good for advertising. Those two points are:
1. Advertising relevance is a better indicator of success than high content engagement.
2. On TV high content engagement is correlated heavily with ad skipping as audiences are so engaged that they don’t want to be disrupted by advertising interruptions.
Food for thought.