1. Media Engagement and Advertising Effectiveness

In an era of extreme advertising clutter and consumer avoidance, perhaps no other recent concept has captured more interest from marketers than engagement. This interest is symptomatic of changes in the field. This chapter presents an approach to measuring engagement and show the relationship of media engagement to advertising effectiveness. If the media content engages consumers, this in turn can make the ad more effective. The effectiveness of advertising depends on the brand being advertised, the quality of the ad itself, and characteristics of the execution such as the size of the ad and placement in the medium. The emerging view is that media should not be treated as merely the passive vehicle through which consumers are exposed to ads simply because they are viewing or reading media content.