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Digital Media Model Launched
In the UK, two Omnicom-owned companies - researcher Hall & Partners and digital ad firm Agency Republic - have combined to produce a model which they claim enables brands to measure impact and engagement for all forms of digital communications.
The model has been designed to supplement existing exposure-based evaluation metrics such as clickthrough, pass-on rates and 'dwell times', by measuring the depth of engagement provided by the consumer's interaction. It seeks to make a distinction between the 'think' response sought by more traditional one-way communications such as TV advertising, and the more participation-based 'do' response typically sought by digital campaigns which seek to interact with consumers.
Jane McNeill, MD of Agency Republic explained the thinking behind the project: 'As brands shift more marketing spend toward digital media we recognise the importance of measuring the effect of our activity - not just through traditional measures such as click-throughs on banner ads - but the real perceptions about our client's brands.'
Vanella Jackson, CEO of brand and communications specialist Hall & Partners says clients have been 'crying out for' a way of demonstrating that their activity is engaging consumers and having a measurable impact on their brands and ultimately on their business.
Additional research and development is being undertaken by Hall & Partners in the UK and US to further validate the model. Findings from this work will be available in June this year.
Web sites: www.hall-and-partners.co.uk and www.agencyrepublic.com .
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