Return on Involvement

The new advertising metric.
Madison Avenue must be reading my essays. According to a report today in Television Week, the new advertising metric is “involvement.” The idea is that the more involved a user is in the media, the greater the return for advertisers. Hence, ROI becomes “return on involvement” instead of “return on investment.” This concept fits beautifully into a Postmodern world, where mass audience is passé and users/viewers/readers/listeners have an escalating number of choices. The idea uses data from the Internet and DVRs to provide the measurement for advertising performance. Bet on this one, folks.

Speak Your Mind


This site uses Akismet to reduce spam. Learn how your comment data is processed.