Engagement Is a B.S. Metric and Your Ad Agency Knows It
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Mar-tech and ad-tech advances have given marketing professionals a massive toolkit by which to gauge the relative success of any digital campaign. We now have the ability to track the actions that a user takes after seeing an ad no matter the brand marketer’s goal — purchases, site feature usage, email signup, brand lift or in-store visit.
So why are we as marketers (especially agency marketers) so stuck on the term “engagement?” Industry trends suggest that digital brand advertising — particularly on major publisher sites like YouTube — tend to favor engagement and awareness-oriented campaigns over performance-based campaigns.
If you ask 100 different marketers to define engagement, you’ll get almost as many answers. Some will talk about click-through rate (CTR), impressions served and ad viewability. If they are familiar with video, they might talk about completion rate. If they dabble in social, they might throw around platform-specific metrics such as likes, shares and comments. Each of these has its own issues.
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