When it comes to reporting results from online media, even with the purest of branding campaigns, our eyes always head to the far right-hand side of report. We look past impressions, clicks, and cost per click to see the volume and cost of the actions we are getting. And why shouldn’t we? Today, marketers must focus not just reach but engagement, high-value brand interactions, and of course, actual leads and sales. Think of it this way: there are banner impressions and then there are lasting impressions. Engagement helps brands make lasting impressions with target audiences.
So in parallel to a great Media Plan, one should have a great Engagement Plan. An accompanying document should map not just where your creative will be placed, but what people will be encouraged to do when they see and click on your ads. Especially today, when properties offer an assortment of rich media units and engagement ads, how people respond can vary as much as what people see.