The AAAA, ARF and a lot of other acronyms out there are all waxing on eloquently about engagement being the new metric. Over at iMedia, David Smith says it’s not really a metric, but more of a psychographic.
I’ve had bones to pick with the trotting out of engagement as a one size fits all metric myself, and talked a little about this in one of my Search Insider columns. When you look at ARF’s existing media model
Vehicle distribution
- Vehicle exposure
- Advertising exposure
- Advertising attentiveness
- Advertising communication
- Advertising persuasion
- Advertising response
- Sales response
One thing strikes home. This doesn’t really work very well for "pull media". It’s all about push. ARF’s aiming at adding engagement to the mix. Same thing holds true. That’s a brand metric that is relevant when you’re pushing messages at a market, rather than having them request the messages from you, via a search engine, for example. It’s a completely different dynamic, and needs a different set of measurements. Let me guess who’s driving the ARF MI4 agenda: big agencies perhaps?