"In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers". - David M. Cooperstein, VP-research Director Serving CMO Professionals at Forrester Research

1. Brand Engagement
In the Participation Age

2. In this age of the customer, the
only sustainable competitive
advantage is knowledge of and
engagement with customers.
- David M. Cooperstein, VP-research Director Serving CMO Professionals
at Forrester Research -

3. Definition of Engagement:
“moving users to take action.”

4. Six core engagement insights
Engagers buy more
Inspiration to engage abounds
Many companies have an engagement gap
Online advertising moves viewers to take action
To drive engagement, buy engagement
Measurement Matters

7. Hyper-EngagersTraditionalists
Engagers
How often do you engage with
brands online?

8. of consumer respondents report
regularly engaging with brands online

9. Hyper-Engagers are more than four times
more likely to purchase a product online
than Engagers or Traditionalists
Engaged consumers buy more

12. Many things inspire Hyper-Engagers
to engage
59%
57%
43%
42%
30%
27%
TV commercials
Recommendation from people I know
Online video ads
The quality of a brand’s website
A company’s presence
in social media
Online display ads

13. Hyper-Engagers are open to inspiration from
any digital channel
59%
57%
43%
42%
30%
27%
TV commercials
Recommendation from people I know
Online video ads
The quality of a brand’s website
A company’s presence
in social media
Online display ads

14. Spotlight: Vitaminwater® wins fans by
engaging consumers' passion for music
• Improved brand health metrics and purchase intent
• Consumers who chose to watch uncapped content on
TrueView often consumed more videos and subscribed
to the vitaminwater® YouTube brand channel
• Mastheads drove significant awareness and traffic
spikes on key campaign dates
• Remarketing led to higher video consumption and
engagement rates

17. Recognizable brand
Aesthetically pleasing
Ability to interact
Noticeable placement
Video content
Ad size
Presents information that I want to learn about
45%
43%
36%
34%
34%
23%
Important ad features for driving
ad engagement
How important is each of the following in getting you to interact with online ads?
Top 3 box among consumer respondents, n=400
52%

18. Spotlight: inspiring engagement with
localized, relevant content
20M+
impressions
48s
average
engagement
586k
engagements
(a rate of 2.90%)
$0.14
average CPE

21. The gap between the stated importance of
engagement and engagement management
agree that
engagement
is a priority

22. The gap between the stated importance of
engagement and engagement management
agree that
engagement
is a priority
say their company
actively manages
engagement

23. Three ways companies approach
brand engagement
Is online engagement with your brand a priority for your company? To what extent or degree does your company manage an online engagement strategy?
Based on industry respondents, n=384
Active
Believe online
engagement
is a priority
Reluctant
Do not see
engagement as a
priority at all
Eager
Believe online
engagement is
a priority, but do not
actively manage it

26. I think we can build some
standardization, filtering out things
that are not really meaningful while
looking for valuable metrics that lead
to brand benefits.
- David Shiffman, exec VP-research director at MediaVest -

27. Better measurement and metrics would increase
focus on engagement for all company types
Would better measurement and metrics increase your focus on engagement
Based on industry respondents in Active category, n=168; Eager category, n=163; Reluctant category, n=53
42%of industry
respondents say their
company quantifies
engagement value

28. Spotlight: more than 500,000 opt-in to
engage with for Chevy Traverse
38.6M
impressions
over 14 weeks
557k
engagements
122days
of engagement

29. Executive's top 6 most important metrics
used to measure engagement
How important is each of the following metrics that you are currently using to measure engagement?
Top 3 box among executive respondents from "Active" companies that quantify engagement, n=35
% of respondents who place a high importance on the metric
86%
83%
80%
80%
77%
77%
Interaction rate
Reach influencers
Drive traffic to retail locations/website
Sales/ROI
Engagement/cost-per-engagement
Conversions

32. Many companies buy media based
on online engagement
Is your company currently buying any media based on online engagement (e.g. interactivity with websites, social, videos, etc.)?
Based on "yes" answers from industry respondents excluding media publishing: Eager, n=145; Active, n=141; Reluctant, n=50
Eager
companies
Reluctant
companies
Active
companies
34%87% 61%

33. Q & A