Industry Confuses Ad Effectiveness With Media Engagement
One of the challenges with media- and publisher-side people is they so often state how engaging their media are, while failing to connect the dots to effectiveness, or some other predetermined business objective. In light of this, Abbey Klaassen at AdAge just reported on Scripps Networks’ argument that receptivity is what the industry should be focusing on:
Scripps Networks is the latest to peel back the layers on engagement, contending that ad receptivity is really what gets viewers to buy the products advertised on TV and asking how one could know whether a program would have a high ad-receptivity ranking.
Where the industry is stuck is they're confusing ad effectiveness and media engagement," said Mike Pardee, senior VP-research at Scripps Networks. Engagement, he says, is a factor of ad receptivity.
"We say you can't discount creative, so unless you have good creative and the existing perception of the brand is reasonable, it's hard to come up with ad effectiveness. What we can deliver is ad receptivity -- you attract the right viewers and offer the right program environment. ... We asked, 'Are there things about media that predict, statistically, the advertising characteristics of a channel?'"
While the brand, advertising creative and hosting media all play a role in the engagement equation, receptivity certainly is an interesting dimension that moves the media side, especially, closer to connecting all those scattered dots. The full AdAge story, with highlights of Scripps' supporting research, is here.