Why marketers need new measures of consumer engagement: How expanding platforms, the 6-second ad, and fewer ads alter engagement and outcomes

This article examines the need for new measurement systems to keep pace with the changing environment, as advertising clutter becomes a major concern.

INTRODUCTION

In an environment of intense advertising clutter and privacy concerns, consumers increasingly are avoiding advertisements they find annoying and untrustworthy. The popularity of advertisement blockers, particularly among younger Internet users, is just one indicator of this trend. Subscription digital-video services, such as Netflix, have boosted the availability of advertising-free content. In television, content owners are reducing advertising loads and advertisement length, with 6-second commercials becoming increasingly prevalent. The ultimate goal is to provide consumers with a lessened exposure to advertisements and, as a result, a better, more engaging experience.

In this shrinking world of advertising, how should advertisers measure...

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