What is engagement?
Engagement has been a buzzword in the media world for a number of years, and although most agree that engagement is positive for media brands, there is little agreement about what constitutes engagement. Ipsos MediaCT has extensive experience measuring and understanding media audiences and has worked towards developing our own approach to understanding how consumers engage with media brands.
Although there might not be one definition on what engagement is, there is agreement that there are three different types of engagement; brand engagement, behavioural engagement and advertising engagement. Ipsos MediaCT has developed tools to help media owners understand how audiences are connecting with their brands across this whole spectrum. From understanding what is important in media brand choice, what drives loyalty within the media sector, how people are consuming your content and what this means for your advertisers, we can provide a 360 view on engagement with your brand and content.
(Hover over each type of engagement to get more information)
How can this help media owners?
Our 360 approach to engagement can help media owners to understand how audiences engage with their brand, content and advertising, which in turn can help our clients to:
- Identify key strengths and potential weaknesses, or areas for improvement across brand and content strategy;
- Sell advertising space based on engagement across their whole product portfolio;
- Prove ROI to advertisers based on engagement with brands and advertising;
- Understand how each platform contributes to overall engagement. For example, in the case of magazines, how does engagement differ by those who are fans or followers on Facebook, compared to those that read only the physical product and what can brands do to increase engagement on different platforms?
- Highlight key and clearly defined areas, and make actionable recommendations, to help maximise audiences’ engagement with media brands.
In today’s dynamic, multi-platform media environment, our engagement approach can also help you to understand how your brand portfolio is interacting and what sub-brands are adding to, or taking away from, your parent brand.
We believe that having an understanding of the level of engagement with media brands can help to build your audience, increase audience retention, develop optimum and complementary positionings for your brand and help you to command premium prices for your advertising.