Martin Weigal is a planner at W+K in Amsterdam. He dropped an absolute opus in his latest post on engagement. I highly suggest reading it if you are in the ad space.
Imagine the nonsense of a case study that say, paraded the number of viewers their Super Bowl spot delivered.
Of course understanding how much the reach was driven by consumer pull and dissemination versus paid for media can give us a sense of how popular, relevant, newsworthy, fame-generating, etc. our content was. If views are being driven by consumers themselves rather than paid-for media, then they are probably an indication that people found our content in some way useful, interesting or entertaining.
And understanding the reach achieved relative to marketing spend can give us a picture of how efficient the investment was. A million views with a spend behind it of $10,000 after all is very different from a million views supported by $1m.
But just because you are able to make efficient use of media monies to reach an audience, does not mean you are having a positive impact on a business. Efficient audience delivery is not the same as impact on a business’s revenue and profit.
Views and interactions on their own are but an indication that people came into contact with our content. Yet the way some people speak, you’d think that audience contact was the endgame. Not merely the beginning of something.
Awesome. Full post can be found here