New Media Age reported this week that the vast, vast, vast Procter and Gamble is to pay publishers for engagement as well as page impressions and clicks.
I think we can count this as increasing sophistication among advertisers, if only because 'measuring engagement' has a nice metaphysical ring to it.
P&G haven't spoken to NMA, but the indications are that engagement will be measured by interactions (newsletter signups, video plays etc).
> Are e.g. video plays a great measure? This is still passive activity - watching a 30-second ad doesn't become engagement just because you're doing it online.
> If not, what would be a better measure?
> What's the timescale for a similar change of attitude in travel?
> Do travel publishers have work to do before advertisers even consider 'engagement' as a metric in this market?
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