Columnist Peter Minnium provides a brief history of "engagement" as an advertising term -- dating all the way back to the late 19th century! While talk of “engagement” currently permeates discussions of digital advertising effectiveness, it is by no means a new concept; in fact, it has been debated in some form for more than 100 years. The digital industry invented many things, but it did not invent advertising nor originate the notion of advertising engagement.
Smart marketers, agencies, and publishers understand this history, internalizing and reflecting in their current approaches the lessons learned, while continuing to evolve their frameworks and tools to take advantage of the new capabilities brought about by the digital evolution to engage consumers and drive sales.
Psychologists, sociologists, researchers, marketers, agencies, and many others have felled forests worth of trees to propagate theories.
While he developed these principles based on personal selling, to be used as the backbone for structuring an organization’s sales, he extended them to advertising. It is hard to find a marketer alive today who has not been exposed, for better or worse, to the AIDA model of Attention-Interest-Desire-Action; the funnel is one of the core marketing models used by advertisers to outline the progression of potential customers from first contact with a product or brand through to purchase.
AIDA provides a framework for how consumers can be segmented into different stages as they move along a journey directed by advertising and other marketing efforts to create the desired action, i.e.
While the AIDA model set forth by Strong in 1925 maintains a cognitive lens on engagement, these later variations begin to add an emotional element with phases such as satisfaction, confidence, and conviction. An important milestone in the measurement of advertising was the publication in the early 1960s of Defining Advertising Goals for Measured Advertising Results (DAGMAR) by Russell H.
The DAGMAR model stipulates that advertising works by moving consumers through four levels: Awareness, Comprehension, Conviction and Action, commonly referred to as ACCA. By introducing the concept that advertising can achieve multiple objectives in pursuit of driving sales, DAGMAR laid the groundwork for later measures of engagement — which is itself an omni-dimensional pre-sale objective. This model is known as a hierarchy because the numbers of consumers moving from one stage to the next declines at each phase in the model.
The Hierarchy of Effects model opened the door for today’s concept of engagement, which very much includes understanding how consumers think, feel and do.
At the turn of the 20th century, when Lewis and later Strong established the AIDA funnel, the purchase process was largely personal and naturally linear. Advertising had progressed significantly by the 1960s, when DAGMAR and the Hierarchy of Effects models gained prominence; yet, the process remained largely a sequential one with the target first thinking, second feeling, and third doing.
Today, digital advertising has enabled a level of interaction and dialogue between marketers and consumers whereby the two are becoming equal partners in the advertising experience, often co-creating the meaning of the brand.

In this realm, the Hierarchy of Effects model of advertising falls flat — quite literally.
The IAB describes this flattening in its seminal work on engagement, “The Advertising Engagement Spectrum: Defining and Measuring Digital Ad Engagement in a Cross-Platform World,” as a spectrum of interconnected dynamics and depicts them not as a funnel, but as a continuum of inter-connected gears.
While this is not a complete model for how advertising works from start to finish, it offers a compelling explanation of how advertisers today can bridge the gap from an impression to ad effectiveness and ultimately sales. Digital advertising may not have invented engagement; however, its added capabilities significantly increase the ability for marketers and their agencies to build brands. Smart marketers, agencies and publishers are making understanding, modeling and measuring these effects a priority in their quest to meet the demands of this new consumer partner. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Peter Minnium is President of Ipsos Connect, where he leads the US team in helping companies measure and amplify how media, brands, and consumers connect through compelling content and great communications. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. At TapIt by Phunware, we serve over 65 million unique users every month through our integrated mobile advertising platform. The goal of Sidecar Grand Prix’s is to collect 5 different icons in the fastest time. The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Well before the interactive evolution began, print, billboard, radio, and TV ads filled the ether, and practitioners worked hard to determine their effectiveness. This long search for the answer began publicly just before the start of the 19th century, with an early advertising pioneer, E.
This logical approach reflects the market reality of the time, when genuinely new products were being introduced with little consumer understanding. Strong Jr., in The Psychology of Selling and Advertising, adapted Lewis’ model but added the funnel dimension, with the understanding that not all those that enter at the awareness stage exit with an action.

Digital advertising enables a world in which consumer thinking, feeling and doing are not linear nor are they distinct phases.
As ever, publishers and marketers create compelling content and context. It’s the viewer, however, that chooses to pay attention to, spend time on, interact with and ultimately internalize the advertising.
Prior to his switch to market research, Peter was Head of Brand Initiatives at the IAB focused on addressing the under-representation of creative brand advertising online.
The infographic below is from our engagement with a leading womens’ retailer and details the mobile advertising results as well as how we brought the cost of monetization down for this global brand.
The data are presented to brands in the form of Power Point slides showing bar charts cutting across time of day, programs, location and so on, Riley explained.
The game details key features of the Lloyds TSB Current Account and entices people to play across mobile, online and digital out-of-home platforms. Users begin the game by using an interactive touch screen to initiate a countdown and start collecting icons.
Compelling, interactive experiences are now more achievable for an out-of-home audience through clever use of digital technology”, said Dan Dawson, Digital Director at Grand Visual.
This is the first interactive campaign to run on CBS Outdoora€™s LCD screens and it will also air across Clear Channel ID6a€™s and JCDecauxa€™s interactive 6 sheets. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. In it, the author broke with past tradition by suggesting that the goals of advertising and marketing were not the same. Each icon represents a key smart feature of Lloyds TSB’s Current Account which are then summarized at the end of the game along with the user score and call to action to visit their nearest branch or website to customize an account. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more. The most successful salesmen, Lewis postulated, followed an orderly, four-step process that coincided with four cognitive phases that consumers go through when buying a product.

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