Rules of engagement

Paul Feldwick

The article suggests that there is no evidence engagement advertising has increased or that interruptive advertising has reduced.

Rules of engagement

Paul Feldwick

Q Are we really moving from the age of interruption to the age of engagement, and if so, does that mean the end of 'interruptive advertising' – or does it imply that interruption is fine as long as it is accompanied by an engaging experience?

David Brennan, research director, Thinkbox

A I'm usually suspicious of grand generalisations like this one, especially if they refer to events that occurred less than 200 years ago. Of course, things do change, but let's expect some empirical data to back up this assertion – and I've not seen any....

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