Ad Associations Seek “Engagement” Metric: (From BrandNoise) “A joint-task force composed of members of the Association of National Advertisers, American Association of Advertising Agencies and the Advertising Research Foundation yesterday unveiled an initiative that would shake up the classic equation of advertising math that determines consumer exposure to an ad. It would replace the concept of frequency — the number of exposures to an ad — with “engagement,” a metric that could better reflect the growing number of media choices facing consumers, from cell phones and the Internet to video games and podcasts.”
