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The New Digital Deal: Engagement, Advertising, and the Market as Conversation

DateNov, 2006
Pages33
Price / format$1650 / Online Download

$1 650 

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Abstract:
 Despite the abundance of new methodologies dedicated to measuring consumption of both traditional and 'new' digital media, the gap between what is being measured and what is actually taking place continues to widen. According to this report from The Diffusion Group, the very foundation of media measurement is being shaken by what TDG calls "the quantum properties of new media."

The concept of engagement, which has served as the bedrock of media measurement for more than 50 years, is under intense scrutiny from both those in media and in academia. However, current conceptions of engagement are woefully inadequate. This prompted TDG to study the subject and propose an alternative conception of engagement that is grounded in new notions of attention and digital identity.

The report finds that attempts to define 'engagement' which (a) focus on engagement relative only to advertising, and (b) view multi-dimensional 'persons' as binary 'prospects' are inherently flawed. Critiques and alternatives to several definitions of ‘engagement’ are offered and a path toward a standardized definition is suggested.

It also posits that in these interesting and transitional times we will see the exchange of "an eye for an I" as media measurement must move from counting eyeballs to engaging individuals.

The New Digital Deal: Engagement, Advertising, and the Market as Conversation is part of a 3-report series focused on the impact of new media on classic concepts such as 'engagement' and 'attention,' as well as what this revaluation means for media consumption and digital identity in the digital age.

Three Key Findings:
  • (1) The dimensions and variables of successful media engagement both in its historical and contemporary sense;
  • (2) Identifying the various ways in which new media challenges the traditional understanding of media engagement; and
  • (3) Offering a new definition of 'engagement' and 'attention' and setting the stage for a larger exploration of 'digital identity.'
Please Note: Online delivery of this product is only available as a Global Site License (Access to report for any number of people internal to your organization via your local network or intranet sites, including access to report and supplemental features.)


Table of contents:
Report Overview
1.0 Introduction
1.1 Understanding New Media
1.2 Engaging 'Engagement' - An Industry-Wide Challenge
2.0 On the Importance of Engagement
2.1 Relevance to Marketing, Advertising & Competitive Positioning
2.2 As a Flashpoint between Traditional and New Media
2.3 The Emergence of the Digital Citizen
2.4 Relevance for Defining 'Attention'
3.0 Laying the Logical Groundwork for Engagement
3.1 Concept 1: Engagement 'by the Book'
3.2 Concept 2: 'Engagement' According to Advertisers
3.2.1 Joe Plummer and the ARF
3.2.2 Mollie Spillman
3.2.3 Christine Bensen
3.2.4 Bryan Wiener
3.3 Concept 3: 'Engagement' According to Media Vendors
3.4 Concept 4: 'Engagement' as Mediated Interaction between Persons and Persuaders
4.0 Reengaging ‘Engagement’ Standardization
5.0 The Attention Economy and its Impact on Engagement
5.1 What Do You Mean, Attention?
5.2 What Do You Mean, 'Digital Identity'?
6.0 Digital Identity
7.0 Final Thoughts - An Eye for an I


List of Figures:


Figure 1 The Techtonics of Engagement
Figure 2 The Ambivalence of Engagement
Figure 3 Simultaneous Media Consumption
Figure 4 Dimensions of Attention
Figure 5 Companies Measuring the Attention Economy
Figure 6 Current Efforts to Manage Digital Identities




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