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
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.
