New York—The Interactive Advertising Bureau has released a report that it said will lay the groundwork for future definitions of ad engagement and metrics.
The IAB's report, “Digital Ad Engagement: An Industry Overview and Reconceptualization,” identifies current definitions of engagement, including whether the creative or content is compelling enough to cause the viewer to interact with it. Future definitions may include the measurement of awareness and intention, physical interaction and emotions. Biometrics, including unconscious physical reactions, such as eye tracking, may also be part of future ad engagement metrics, according to IAB's report.
The report serves to launch an IAB Research Council working group whose role will be to define new engagement metrics, IAB said.