Multi-platforming engagement – an MTV case history
Charles Young and Amy Shea Hall
Engagement is a complex subject and there are many ways to look at engagement with media. Advertisers learned long ago that it is a mistake to think of TV commercials as one-dimensional, describable by a single metric such as day-after-recall. All now understand the need to measure multiple dimensions of performance – for example, attention-getting power, branding, and motivation – to predict a commercial's potential effectiveness. It would be equally simplistic to think of engagement with programming content one-dimensionally. Here are just some of the...