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

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of