Television is in a period of dramatic change. As the mass audience continues to fragment into ever-smaller niche audiences and communities of interest, and new technologies shift control over the television viewing experience from network programmers into
Kim suggests “game mechanics” as a framework to create services that are more fun, compelling and addictive. Boy, it seems incredibly obvious now: As YouTube’s popularity has skyrocketed, so has its alignment with these five key elements of game mec
TV’s Big Four environment has turned into the Big Four online, with Google, Yahoo, MSN and AOL dwarfing other online players. Consider the Interactive Advertising Bureau’s analysis of revenue by company size — the top 10 companies online accounted f
Engagement = Interaction/Attention. This equation illustrates the combined activity of regarding; or paying attention to, and then acting on. While this is an important relationship to understand, one must remember the inherent limitation it presents in t
And here's the marvelous simplicity of engagement: It's a two-way street, and rather than wringing our hands over how to get people to engage with us (so that we can manipulate them), why don't we spend our time engaging our customers?
There needs to be financial incentive to change the ad buying process. Today, advertisers are still wooed by the huge numbers from television (most cable channels are viewed by 30-50M people a day). So either the Internet needs to eclipse TV or ad agenci
So, why should engagement matter to an advertiser? Well, as an advertiser I want to talk to an audience who’ll actually DO something. Yeah, I’m hoping to get a sale.
There’s a difference, she says, between “overly trying to sell” a product and engaging an audience in some way. Today’s viewers understand that advertising is the “price we pay for television,” she said, so it’s to marketers to “make sure
The engagement myth is built on an insatiable desire to get consumers obsessed with our brands. That's because TV advertising ain't what it used to be. Often "engagement" is achieved through digital technology.
