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

Gian M. Fulgoni

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...

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