Total Recall: advertising exposure and engagement

Steve Cox

Steve Cox, CBS Outdoor, describes a survey designed to determine the effect of 'dwell time' (the time spent consuming advertising) on recall and involvement of posters.

Total Recall: advertising exposure and engagement

Steve Cox

The UK media industry is generally extremely well served by its standard 'currency' research. Whether it is BARB, RAJAR, NRS or POSTAR, we largely have a high degree of confidence in our respective medium's ability to deliver believable coverage and frequency projections for any proposed campaign. However, what POSTAR (or any other media industry currency) cannot do is factor in additional issues that might suggest whether a particular format will generate genuine 'engagement'.

Nor should it. Engagement with advertising is a critical component of any successful campaign, but its measurement should be...

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