Multi-platforming engagement - an MTV case history
Charles Young and Amy Shea Hall
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...