Engaging Audiences

“Engagement is turning on a

prospect to a brand idea enhanced

by the surrounding context”

Joe Plummer, ARF, 2006

Types of engagement

Media brand

engagement

Behavioural

engagement

Advertising

engagement

Are my

audiences

engaged with

my brand?

How are

audiences

consuming

my content?

Are my

audiences

engaged with my

advertising?

Equity, brand

health, loyalty

Time spent,

quality of

reading/

viewing etc.

Impact

studies,

campaign

specific

Types of engagement

Media brand

engagement

Behavioural

engagement

Advertising

engagement

Are my

audiences

engaged with

my brand?

How are

audiences

consuming

my content?

Are my

audiences

engaged with my

advertising?

Equity, brand

health, loyalty

Time spent,

quality of

reading/

viewing etc.

Impact

studies,

campaign

specific

Why is engagement important?

Will help you to understand

your brand

– Key drivers behind performance

– How to build your audience

Can help to sell advertising

more effectively

One summary score

Can place you in your

competitive context easily

To develop an

approach to

understanding media

brands

To understand how

consumers engage

with media brands

Our aim

Overview of the Research

Three pilot studies in the UK, US and

France

– UK television channels and

online video

– US magazines and online

properties

– France – across the news

category

Online with a sample 500

respondents for each category within

each market (600 in France)

Results were weighted by Internet

use and controlled for gender within

age

Data collection was November 2009

in UK and US, March 2010 in France

Dependent variables

Recommend.525

Share.677

Satisfaction.567

Trust.449

Loyalty

.343

.781. 641

.382.372

.683

Loyalty shows moderate to strong correlation

with all of the variables

Over 20 regression

models, each

using a different

dependent variable

to identify

measures that

correlate

Perception

Word of

mouthStature

Overview of model

Wide range

Entertaining

Respected

Credible

Advise to view

Positive WOMReferenced Quality

Relevance

Differentiation

Emotional

proximity

Sought out

Connection

Need

fulfilment

Ipsos MediaCT

Brand

Engagement

Overview of results

Perception

Word of

mouthStature

Factors

Wide range

Entertaining

Respected

Credible

Advise to view

Positive WOMReferenced Quality

Relevance

Differentiation

Emotional

proximity

Sought out

Connection

Need

fulfilment

Ipsos MediaCT

Brand

Engagement

Advise to view

Referenced

Positive WOM

Relevance

Quality

Differentiation

EntertainingWide range

Well respected

Credible

Sought out

Connection

Emotional proximity

YouTube

BBC iPlayer

Online players – YouTube vs. BBC iPlayer

Word of mouth

Perception

Need fulfilment

Brand stature

Mean Scores

Base: All with >0% usage. YouTube n=315, BBC iPlayer n=315

Significant difference between brands (at 95% confidence level)

highlighted with yellow box

Engagement score

Ipsos MediaCT

Media Brand

Engagement

Score

Engagement scores – Online video

64.4 63.5

54.5 55.8

Base: All with >0% usage. YouTube n=315, BBC iPlayer n=315, ITV Player n=202, 4oD n=142

Index out of 100

Engagement scores - TV

Index out of 100

61.4 52.0

52.0 54.2

Base: Base: All with >0% usage. (BBC One n=358), (BBC Two n=311), (ITV1 n=353), (C4 n=319), (Five n=278), (Sky1 n=149)

47.0

55.9

Engagement scores

Index out of 100

61.4

52.0

52.0

54.2

Base: All with >0% usage. BBC One n=358, BBC Two n=311, ITV1 n=353, C4 n=319, Five n=278, Sky1 n=149

47.0

55.9

TV Engagement scoresOnline video

Engagement scores

64.4

63.5

54.5

55.8

55.6

Base: All with >0% usage . YouTube n=315, BBC iPlayer n=315, ITV Player n=202, 4oD n=142, Sky Player n=66* *!CAUTION SMALL BASE SIZE!

NB: Platforms / channels rated in

relevant category context

Engagement summary – Online video

45%

42%

34%

21%

31%

35%

36%

45%

24%

23%

30%

34%

% High % Medium % Low

Base: all with >0% recent usage. YouTube n=315, BBC iPlayer n=315, ITV Player n=202, 4oD n=147

Circle denotes significant difference vs. YouTube scores

Online video - % of users who have % high / medium / low engagement scores

Engagement summary – TV

40%

33%

27%

26%

25%

16%

33%

29%

37%

31%

33%

36%

28%

38%

37%

43%

41%

48%

% High % Medium % Low

TV - % of users who have % high / medium / low engagement scores

Base: All with >0% usage. BBC One n=358, BBC Two n=311, ITV1 n=353, C4 n=319, Five n=278, Sky1 n=149