Engagement: are we there yet?

Despite engagement being dismissed by sceptics in some quarters as a 'vanity metric', most marketers see it as a central objective.

Engagement: are we there yet?

Rebecca RangeleyBSkyB

Anne MollenCranfield School of Management

Can engagement be reliably measured? Are certain types of people inherently more likely to engage?

Although online display advertising may be undergoing a resurgence, content publishers, like UK pay-TV giant BSkyB, are still subject to considerable trading challenges. Content sites are squeezed on the one hand by the increasingly sophisticated commoditised offerings of ad networks and demand supply platforms, and on the other, by the encroachment of social media sites into the display advertising market.

This encroachment is made more formidable not merely by social media's...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands