Abstract:

Engagement is not just something that distinguishes one media vehicle from another. It is not just that one magazine offers more engaged readers than another.This research indicates that consumers have experiences with ads in the same way that they have experiences with editorial content.Advertisers need to think about ads, as well as media vehicles, in terms of engagement. This presentation argues that both media companies and advertisers need to give more thought to the congruence of ads with vehicles, by considering the fit of ad experiences to media experiences.