»
Madison Avenue has turned to “consumer engagement” as its new media planning metric - one that could replace “frequency” as the multiplier in most media plans, MediaPost reports.
Meeting at the Association of National Advertisers’ 2005 Marketing Accountability Forum, a committee composed of members of the Association of National Advertisers, American Association of Advertising Agencies and the Advertising Research Foundation agreed that engagement would likely complement audience reach and supplant frequency, or the number of times a consumer is exposed to an ad.
Beyond that, consensus about how to define engagement as a measurement - or whether it even could be defined - was hard to find. One question that remains is whether all media should be treated on the same basis in terms of engagement because finding the right metric that works across all media presents difficulties.
The decision follows a survey released yesterday at the Forum inwhich 61.5 percent of respondents said defining, measuring and taking concrete steps in the area of advertising accountability was important, but only 19 percent said they were satisfied with their ability to take those steps.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
October advertising revenue plunged for The New York Times Co. and McClatchy, despite some growth in online ad revenue.
The New York Times saw ad revenue plummet 17.2%; online ad revenue increased 5.3%, writes MediaPost. Classifieds have fallen 27.3% year to…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Some 20% of top brand marketers continue to send additional emails to consumers, even after they confirm requests from those consumers to “unsubscribe” from an email marketing list, according to a research study from Return Path, MarketingCharts writes.
Though the study,…
