- Time spent: the amount of time a consumer engages with an advertiser’s message. Banner ads go by in the blink of an eye; engagement ad gets viewers to spend unheard-of amounts of time interacting with the brand.
- Depth of engagement: how much interactivity is built into the ad. As a general rule, the greater the interactivity, the greater the completion rate. Consumers learn some of what they see and hear, but absorb that which they do.
- Virality: how many consumers share the interactive experience with friends in their social networks. As a general rule in social, if at least 10 percent of your viewers don’t share your engagement, you’re missing the mark (and missing out on a fortune’s worth of earned media).
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