Which do you base your marketing on?
Impressions? Or, involvement?
Most marketing dollars today are spent on impression-based marketing. Marketers who do this are mainly concerned with how many see their advertising.
Involvement-based marketers are less concerned with how many see their message; instead focusing on how long someone is involved with their message.
Their logic goes something like this.
Let’s say a thirty-second spot gets 1M impressions. That means 1 million people have the opportunity to spend thirty seconds with the brand. In other words, 30 million potential seconds of time spent with the brand.
Involvement-based marketing takes it one step further. Of those potential 30 million seconds, how many were actually spent with the brand?
If all 1 million people watch only one second, then the answer is one million seconds.
But if most people watched 20 out of thirty seconds, then 20 million out of a possible 30 million seconds were consumed.
Which do you think would prove more effective in the marketplace – 20 million seconds viewed? Or, 1 million seconds?
It's the difference between measuring opportunity to see and engagement per opportunity.
As viewing audiences continue to fragment, involvement-based marketing allows advertisers to concentrate on an impression’s depth rather than its reach.
After all, depth scales when reach doesn’t.
Which makes for a pretty involving argument for involvement-based marketing.