Engaging Consumers Through Ads

If not already, marketer’s goals should include engaging a consumer. However, marketers have to be careful in their thinking here because often times consumers may perceive engagement differently. A general term of engagement is asking how much is the consumer getting out of the ad? So, if the ad wasn’t delivered, then the consumer never consumed it. If the consumer saw the ad but it didn’t register to their interest, it was a wasted impression. That’s what makes targeting the right audience critical in media campaigns. Content, the brand and the ad creative are all important but the main objective should be to engage the consumer.

Engaging an audience online is new data and metrics that marketers and advertisers can start to utilize over traditional marketing metrics. High level metrics of where the ad was placed and how many clicks it received will lead escalate to discovering who is viewing the ad and if they were engaged. Marketers must do this by creating and delivering ads that consumers actually want to see. Today, it’s all about the consumers likes and needs, not what the advertiser or media wants.