And the Winner Is…
New York’s Hard Rock Cafe, I’m sure, has seen a few things in its (hey)day. But I’ll be it has never seen quite an Engagement Debate (Standing Room Only!) like the one last week. Source: Adweek
Here, in the spirit of the Oscars, are the awards.
Best Suggestion for Marketers to Create an Engaging Experience: to "build lots of little things constantly."
From: AKQA New York Executive Creative Director Lars Bastholm Why: sheer vagueness. "…maybe not every single thing we use will become a massive hit, but
certainly something will down the line." Thanks, Lars.
Most Elusive Goal: "to have a big idea that will engage the brand and consumers at a deeper level."
From: Ogilvy Chief Digital Officer J.P. Maheu
Example: Dove’s Campaign for Real Beauty.
Sweetest Idea Since Sliced Ramen: Making compensation levels based on engagement with content, therefore making publishers more accountable. This would allow advertisers [to] … push risk back onto publishers."
How? "There will be a measurable component," said Videoegg CMO Troy Young.
What does this mean for us? As the debate rages on how best to define an engagement metric, and how to trade on that unit, the Advertising Research Foundation (ARF) has it’s work cut out for it. And marketers are going to have fun arguing.
Next fun New York battle: Ziff Davis’s Digital Life, September 2008.
