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ARF develops definition of brand ‘engagement’

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New York—The Advertising Research Foundation on Tuesday announced it has come up with a working definition of “engagement” in connection with brand measurement.

The definition was developed by a steering committee that included the Association of National Advertisers, American Association of Advertising Agencies and several major advertisers, including Cisco Systems, Ford Motor Co., Microsoft Corp. and the U.S. Postal Service. The group defined engagement as “turning on a prospect to a brand idea enhanced by the surrounding context.”

Marketers have identified engagement as a crucial component of brand preference and loyalty, the ARF said.

“[Engagement] is now a critical advertising model to replace GRPs [gross rating points] in the 21st century,” said Joseph Plummer, chief research officer of the ARF, in a statement. “It is important that we think hard about engagement to develop a robust measurement of when consumers are strongly engaged in brands, brand ideas and their surrounding environments.”

A white paper, “Definitions About and the Anatomy of Engagement,” was given to attendees at the ARF’s 52nd annual convention.

—Carol Krol
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