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Study claims it's nailed knotty issue of whether attentive viewers buy big
ONE ENGAGED VIEWER is worth eight regular viewers, according to a new study.
New research from Omnicom Group's OMD may move the seemingly fuzzy concept of engagement beyond the realm of academic debate by proving it really does move sales. The study could bolster advertising by better reflecting its contributions to sales growth, and the fledgling science of engagement measurement, which now has some tangible evidence of its worth.
Completed by OMD and presented to an Advertising Research Federation forum late last month, the research indicates that not only does consumer engagement with media and advertising drive sales, but it also can drive sales more than media spending levels. That suggests even a relatively small media outlay could work wonders should the ads draw keen attention from consumers within media they also find engaging, said Mike Hess, director of global research and consumer insights for OMD.
The research, conducted by Sandra Eubanks, U.S. director of research for OMD, and Huw Griffiths, U.S. director of metrics and brand science, covered only three financialservices brands....