In 2006, it was arguably the industry's biggest buzzword. As web marketing and its precise measurements of online behavior became more prevalent, traditional media started to feel pressure to prove its influence. All eyes were on Mr. Plummer at a 2006 ARF event when he unveiled the advertising group's definition of engagement: "Turning on a prospect to a brand idea enhanced by the surrounding context."
So, what happened?
The measurement of awareness advertising was to evolve from unique impressions to audience engagement. The only problem was no one could ever agree on exactly how to measure engagement. It was not for lack of trying.