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.

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