www.magazine.org/engagement
emotional response
enjoyment
consumer control
involvement
multitasking
relevance
trust
www.magazine.org/engagement
Engagement:
UnderstandingConsumers’RelationshipswithMedia
www.magazine.org/engagement
attitude
content
resonance
motivation
context
concurrent media use
experience
connection
www.magazine.org/engagement
Engagement:
UnderstandingConsumers’RelationshipswithMedia
A Resource for Advertisers, Agencies, Marketing and Media Professionals
“Why is engagement so important? In a world with
so much consumer choice and with all the challenges
they face, marketers need to make sure their
advertising works....The issue is how advertisers can
connect with people. It is now about engagement.”
— Wenda Harris Millard, Chief Revenue Officer, Yahoo!
CONTENTS
Why Focus on Engagement?
5
What Is Engagement?
6
Measures of Engagement
7
Surveys
7
Observation
8
Physiological Data
8
Dimensions of Engagement
8
Exposure-Based Dimensions of Engagement
9
Time Spent with a Medium—When and Where
9
Multitasking Media with Other
Activities/Simultaneous Use of Media
10
Qualitative Dimensions of Engagement
14
Emotions
14
Trust
15
Enjoyment and Likeability of a Medium
and Its Advertising
15
Annoyance and Negative Feelings
16
Consumer Experiences and Values
16
Relevance
21
Advertising Clutter and Advertising Avoidance
22
Exploring Segmentation Within Engagement
23
Demographic Segmentation
23
Segmentation by Gender
23
Segmentation by Age
25
Segmentation by Household Income
26
Segmentation by Ethnicity
27
Segmentation by Product Categories
28
Segmentation Within Each Medium
29
Linking Engagement to Accountability
30
The Effect of Mindset on Ad Awareness
30
Brand Equity and Media Equity: Predicting Ad Awareness 31
Relationship Between Attention to Advertising
and Purchase Inclination
32
Quality of Media Content and/or the Advertising in It
33
Engagement Going Forward
35
Sources
36
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www.magazine.org/engagement
5
The era when consumers welcomed advertising int