Multi-platforming engagement - an MTV case history

There are a number of ways that a TV viewer can be 'engaged' with a programme. As a programme supplier, MTV needed to understand this 'engagement' better and how it affects embedded advertising.

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...

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