Multi-platforming engagement - an MTV case history

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...

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