ARF Can't Define 'Engagement,' We Gave It A Shot
After eight months. the Advertising Research Foundation task force charged with defining the new measurement metric "engagement" hasn't really done so. Well, it seems simple to us. It's all about how involved one becomes with a media vehicle and how that involvement affects the brand. Hmm. How 'bout Time Spent (with medium) + Response Rate (average CTR, letters to editor, subscription/renewal rates, number of comments left on a blog) + Average Ad/Content Recall Rates + Uptick in Measured Brand Metric? And that was only after five minutes of thinking. Come on guys. It can't really be that difficult can it?