If you’ve been paying attention to the latest trends in display ad measurement, you know that there has been a lot of buzz about “engagement,” but little clarity about what it means. To help you understand our Consumer Engagement Business Model, here are a couple of terms we want to define:
- Ad Engagement: an interaction with an ad, which has a proven impact on the way consumers respond to online advertising. A recent comScore study found that engagement has a higher correlation to conversions than viewable impressions or even clicks.
- Consumer Engagement: An ad campaign methodology that involves leveraging the effectiveness of ad engagement at each stage of an ad campaign – from designing the ads to setting optimization parameters to attributing success.
For many advertisers, the most exciting part about Rakuten MediaForge embracing Consumer Engagement is its innovative shared-revenue pricing model that charges clients only for conversions that can be attributed to ad engagement.
Yet Consumer Engagement does much more than clear up performance attribution challenges. Let us explain, step-by-step.