Today’s audiences are more selective than ever in their choice of content and more discriminating with their time. That’s created a conundrum for advertisers. Do you stick with the option of stuffing web pages, TV shows and mobile experiences with more ads in the hope you’ll get some attention? Or do you find an alternative to the disruptive advertising model?
Enter engagement advertising—a new ad format built on the idea that when it comes to getting and keeping a consumer’s attention, quality trumps quantity every time. Engagement ads entice consumers with a mix of permission-based marketing, interactivity, attention-grabbing creative and data-driven targeting, ensuring that consumers engage and respond. Consumers actively interact with one ad instead of passively viewing (aka ignoring) multiple spots.
“The Straightforward Guide to Engagement Advertising” offers marketers a crash course on this new format—what it is, what it can do, what it looks like and what it can guarantee in terms of ROI. It also includes case studies demonstrating how brands such as Dodge, Trident and 20th Century Fox Films used engagement advertising to capture more engaged audiences.
Think about it. Attention is precious and ads that emphasize quality are much more valuable. It’s time to get past gauging success on impressions, viewability and clickthroughs. Our guide provides a step-by-step approach to building campaigns that command consumer attention.
