Defining and measuring digital ad engagement in a cross-platform world

This paper seeks to shed light on defining and measuring digital ad engagement in a cross-platform ecosystem.
  • The paper breaks through the maze of thousands of existing metrics and analytics that are referred to as 'engagement' and identifies a core group of thirty, also integrating mobile and social engagement concepts and metrics.
  • There is no "one size fits all," and no single approach, but overall the industry requires benchmarks of performance, through consensus on core metrics and definitions.
  • Critically, core metrics of digital advertising engagement must be comparable to other media; however, the study also shows that engagement is driven as much or more by creative as by media platform.
  • Despite the legacy of...

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