..men här är några förslag publicerade på iMediaConnection.com
Counting what counts
- A trigger that validates the intent of the user. For VideoEgg, an engagement doesn’t start until a user has hovered over the ad for three consecutive seconds and waited through a 3-2-1 countdown. Is that the only way to qualify intent? Probably not. Show us a better one, and we’ll adopt it. But it’s intended to — and does — eliminate accidents.
A measure of the scale of the engagement. Time spent can be captured, and there is research that shows that greater time spent correlates to greater brand lift. But ideally, we would develop a system that accounts not only for time but for the various secondary actions that one can take with an ad. Clicks to a site? Great. Sharing seems great too, but how do we capture and evaluate the message that accompanies the share? Through research we need to determine the relative value of common secondary actions and normalize against these.
Post-exposure attribution tracking. Dynamic Logic is a common metric for brand lift, but because of the methodology — as well as the difficulty in retargeting engagers, as opposed to an audience exposed at the impression level — it is of limited value. View-through is a blunt instrument that assumes that a post-engagement brand interaction happens on a site the advertiser controls, which isn’t really the norm; if you’re considering a car, you might go to Tesla’s website or you might go to Cars.com. Until we have agreed-upon norms, every advertiser and agency needs to develop a model that works across both impression-based and engagement-based media.
