What metrics are important when measuring engagement?
Updated: Jan 10, 2020
We know from our definition that branded content is designed, “to encourage audiences to engage with the brand”. The key question is: how do we measure engagement?
In a 2014 paper, Defining and Measuring Digital Ad Engagement in a Cross-Platform World, a working group from the IAB US defined engagement based on three key areas :
Cognitive: Changes in brand awareness, interest, and intent;
Emotional: How the user feel about the brand or content;
Physical/Behavioural: User-initiated interaction with the brand or content.
The IAB paper concluded that there is no “one size fits all” approach, but acknowledged the importance of the core metrics being standardised. We believe that using the same core metrics for branded content that are also used to measure advertising is important, as it enables marketers, media owners and content creators to compare the impact of different marketing efforts.
contentFX collects the same measures for cognitive and emotional engagement. For some clients, we have also blended this data with physical/behavioural data collected by passive measure/analytics. Below is summary of some of the key metrics used within contentFX, as defined by the IAB Ad Effectiveness Council in Australia from their a glossary of key ad effectiveness measures:
Brand awareness: Brand awareness is the likelihood that consumers recognise the existence and availability of a company’s product or service. Creating brand awareness is one of the key steps in promoting a product.
Brand consideration: Percentage of consumers who would consider a brand for a given purchase occasion.
Brand favourability: A measure of whether consumers feel more positive toward a brand after they experience the advertising/content.
Purchase intent: The likelihood that a consumer will buy (or take an action) with a particular brand or product.
Likeability: Measure of how likeable consumers find a company, advertising/content, brand or product.
Message/Attribute Recall or Association: The extent that a consumer can remember and associate those branded content messages or attributes with the correct brand.