SlideShare a Scribd company logo
Engagement In The Interactive Space Prepared by Doug Edmonds, 2CV and Mark Brown, Weapon 7 September 2008
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ribena – Brand Participation TEMPTING TV + trigger Email You Tube PARTICIPATION Film making Online Microsite Interactive TV BUILD Word of mouth Couponing PR
 
 
 
 
Engagement
Engagement
[object Object],Engagement =  More enjoyment. Learn more. Like things more. The response of an engaged audience
Does interactivity lead to greater comprehension? +10% + ► Average effect of interactive over TV *Finding ad very easy to understand
Does interactivity allow people to learn about brands? +13% + ► Average effect of interactive over TV Spot *Strongly associating brand with correct attribute
Does interactivity lead to greater enjoyment? +9% + ► *Those who enjoy a lot/quite enjoy the ad Average effect of interactive over TV Spot
Does interaction change appeal? +19% + ► *Finding brand much/a little more appealing Average effect of interactive over TV Spot
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What does this mean?
The big question ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Measuring Engagement - Future of Advertising Research 2008

  • 1. Engagement In The Interactive Space Prepared by Doug Edmonds, 2CV and Mark Brown, Weapon 7 September 2008
  • 2.
  • 3. Ribena – Brand Participation TEMPTING TV + trigger Email You Tube PARTICIPATION Film making Online Microsite Interactive TV BUILD Word of mouth Couponing PR
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 10.
  • 11. Does interactivity lead to greater comprehension? +10% + ► Average effect of interactive over TV *Finding ad very easy to understand
  • 12. Does interactivity allow people to learn about brands? +13% + ► Average effect of interactive over TV Spot *Strongly associating brand with correct attribute
  • 13. Does interactivity lead to greater enjoyment? +9% + ► *Those who enjoy a lot/quite enjoy the ad Average effect of interactive over TV Spot
  • 14. Does interaction change appeal? +19% + ► *Finding brand much/a little more appealing Average effect of interactive over TV Spot
  • 15.
  • 16.