Suzanne Bearne from New Media Age writes: new media age revealed the FMCG company’s pioneering move to introduce an engagement ad rate across publisher sites, which means P&G will pay publishers more money for a user who does more than merely view an ad but takes actions such as signing up for newsletters, listening to a podcast or entering a competition.
Procter & Gamble’s move to pay more for engaged users is worrying for publishers, who are asking: how do you measure engagement? How do you define it? It seems P&G is defining what engagement is and this could potentially shake up the measurement landscape. The industry has been fixated on CPM and CPCs but it needs to move quickly to define engagement rather than allow an advertiser to set the standard. More...
Tameka Kee writes: "There's a consensus that engagement is going to be how we hold online advertising accountable from now on, but we're still grappling with how to tie it back to real business results," said James Kiernan, VP and group client director for P&G at Mediavest. "Like, how many 'engagements' does it take to drive purchase intent? How do we tie it back to sales?" More...

















