Study: Engagement determines rich media ad performance

Advertisers have long assumed that the message is the most important part of any ad campaign. However, it may not be what your ad is saying that determines how a user responds. According to a recent study by Jupiter Research, how your ad delivers its message is more apt to determine overall performance.

by Kristina Knight

According to the study user engagement, or how a user interacts with an ad, is much more likely to determine the rate of conversion. If a user is engaged with the ad they are more likely to convert to sales than if the ad is running in the background so to speak.

How can an advertiser determine how consumers are engaging with a particular advertising message? One way is the User Engagement index from Unicast. The Index helps marketers better track how users are engaging with ads, specifically rich media ads.

"Our User Engagement Index is a strong tool that marketers can use to map and benchmark the performance of their online campaigns," said Patrick Vogt, CEO of Viewpoint. "Unicast's User Engagement Index addresses a demand in the market for tighter control of technology-based measurement and accountability in order to give marketers a better understanding of the effectiveness of their campaigns."