Engaging media

Bernard Cools
Space
Véronique Couvreur, Geert Van Boxem
Sanoma
Jan Drijvers
TNS

A study by European publisher, Sanoma, has found that the best media engagement can be achieved from titles with the clearest and most consistent editorial position, and which often appeal to specialist audiences

In an era in which more and more advertising campaigns are being conceived across different media types and touchpoints, media planners are still forced – by the lack of credible benchmarks – to add the opportunities to see of the various media together as if they were one currency. Therefore, it is time to reflect critically on what a contact in each medium is worth as stated in many research papers: would it be possible to weigh the reach of a particular media touchpoint by qualitative measures? And isn't it impossible to measure the quality of a contact without judging the relationship a consumer has with the medium?