2. Extend engagement
Engagement is a new hot metric. In the battle for the attention of the consumer, "time spent" is a valuable indication of whether the advertising communication has been successful, and delivering an ad impression does not necessarily equate to consumer attention and interest. There are all levels of impressions, but do they communicate in a world where consumers have the ability to scan, fast forward, jump, and abandon content with the touch of a button on myriad of different devices?
Therefore, truly engaging and focusing a consumer on the advertising message is increasingly valuable and effective. Engagement for a significant period of time, especially if that engagement is interactive, clearly indicates that the message has been delivered to a consumer who has -- by the investment of their time and actions -- demonstrated interest and attentiveness.
For a significant portion of the online audience, interactive promotions or messages that provide an opportunity for a consumer to learn more about the product or service being advertised has proven to be extremely effective. Consumers pay attention to such interactive promotions, and they remember them.
3. Activate toward client goals
Today, even if branding is the main objective, some sort of measurable action by the consumer that can be translated into a concrete return on the advertising investment is almost always a parallel goal.
Every marketer of every brand, product, or service has a hierarchy of real-world results they would like to see from their advertising. This goes beyond metrics and measurement. Ultimately, they want to see sales increase, or product sampling, or store visits, or a consumer database developed from information requests, or promotional registrations.
Advertising, even brand advertising, needs to be able to multi-task and create real-world results in terms of sales or the establishment of a relationship with/or communication path to a potential consumer. Digital media, messages, and promotions are increasingly being bundled into an integrated marketing, advertising, and promotional strategy that activates a consumer toward specific goals or creates a communication path to a potential consumer for just that reason.
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