According to new research from Omnicom Group, one engaged viewer is worth eight regular ones.
The research seems to indicate that engagement really does move the sales needle. Not only does consumer engagement with media and advertising drive sales, but it can also drive sales more than media spending levels. Translation: even a relatively small media outlay might work wonders as long as the ads capture the imagination of consumers.
Three different financial services brands were tested and consumer engagement with media had three times the impact than sales media weight (GRPs) alone, and consumer engagement with the ads had an eight times larger impact on sales than GRPs.
Engagement with consumers must employ mixed models to really foster and maintain relationships. Brand loyalty is fast becoming a thing of the past.
For more on the study, click here.