Skip to main content

Digital Media Engagement and Advert Metrics

MTV Networks (MTVN) and Harris Interactive research reveals a companion metric to measuring audience size, offering a new way for advertisers to potentially target the most engaged and valuable TV and online audiences.

Their research study confirms that not all programming viewers are created equal and that the value of television and online advertising grows as viewers connect with marketing messages across multiple device screens.

Following-up on its prior case study, MTV Networks and Harris Interactive conducted research across MTVN's brands, which provides empirical evidence that audiences develop stronger emotional connections to content and advertising messages when they consume and interact with them across multiple platforms.

In total, more than 20,000 respondents between 13 and 49 participated in evaluating MTV Networks' programs, as well as competitive programs, networks and websites along a series of questions geared to defining a scalable and predictive engagement measurement model that, in effect, unlocks the value of engagement for marketers.

Specifically, this study reveals that some viewers are significantly more engaged with the content than others. These viewers with higher engagement are more likely to remember seeing adverts, internalize the message and be motivated by it to share more about the content and advertising with others -- when compared with those that are less engaged.

This translates into increased purchase intent -- up to two- and three-times -- among viewers for brands that advertise in engagement-rich environments.

As media touch points have multiplied for consumers during the past decade, many producers and marketers have struggled to understand the factors driving audience engagement with brands and programming in this multi-platform environment that includes television, online and mobile devices.

The level of engagement with digital media has critical implications for an advertiser. Advancing technologies, especially Web-based, are altering consumers' relationships with brands, particularly among those whom are most tightly engaged with the program.

Popular posts from this blog

GenAI Revolution: The Future of B2B Sales Apps

When B2B buyers consider a purchase they spend just 17 percent of that time meeting with vendors. When they are comparing multiple suppliers‚ time spent with any one salesperson is 5 or 6 percent. Self-directed B2B buyer online research has already changed procurement. IT vendors are less likely to be involved in solution assessment. Now, more disruptive changes are on the horizon. By 2028, 60 percent of B2B seller work will be executed through conversational user interfaces via Generative Artificial Intelligence sales technologies -- that's up from less than 5 percent in 2023, according to Gartner. Generative AI Market Development "Sales operations leaders and their technology teams must prepare for the convergence of new forms of artificial intelligence, dynamic process automation, and reinvented deal-planning activities that will transform the sales function," said Adnan Zijadic, director analyst at Gartner . According to the Gartner assessment, Generative AI (GenAI) s

GenAI: A New Era in Business Transformation

The advent of artificial intelligence (AI) has ushered in a new frontier of innovation, with Generative AI (GenAI) at the forefront. At the brink of this revolution, it's crucial to understand the current GenAI adoption and its implications for commerce worldwide. A recent poll conducted by Gartner provides valuable insights into this emerging trend and the potential upside opportunities. Generative AI Market Development The poll, which included 1,419 executive leaders, indicates a significant shift in the corporate world's perception and adoption of GenAI. The data reveals that 45 percent of respondents are currently piloting GenAI, while another 10 percent have put it into production. This is a substantial increase from a similar poll conducted in March and April 2023, where only 15 percent were piloting and 4 percent were in production. GenAI is no longer a mere buzzword; it has become a strategic focus for organizations worldwide. As Frances Karamouzis, VP Analyst at Gartne

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -