The marketing and media world are rushing to get to market first with engagement metrics – or at least talk about them. But how is that playing out on the ground, and are brands ready? “Before you can go to market and thump the table and expect clients to buy to engagement, you need to be really clear about … the proof that engagement can deliver better results for brands,” says Foxtel Media’s Customer Engagement Director, Toby Dewar. Westpac brand, media and ad chief Jenny Melhuish says the bank is testing engagement and attention-based campaigns but agrees the metrics are yet to catch up with prevailing market sentiment. “The CPM metric is a rational one… we need to believe in the robustness of a metric, and currently, we don’t have a robust metric.” Either way, Saatchi & Saatchi CEO Anthony Gregorio says the creative is vital, whatever metrics people use: “If no-one is paying attention to your message, then it doesn’t really matter how good the media buy is.”

The marketing and media world are rushing to get to market first with engagement metrics &ndash; or at least talk about them. But how is that playing out on the ground, and are brands ready? &ldquo;Before you can go to market and thump the table and expect clients to buy to engagement, you need to be really clear about &hellip; the proof that engagement can deliver better results for brands,&rdquo; says Foxtel Media&rsquo;s Customer Engagement Director, Toby Dewar. Westpac brand, media and ad chief Jenny Melhuish says the bank is testing engagement and attention-based campaigns but agrees the metrics are yet to catch up with prevailing market sentiment. &ldquo;The CPM metric is a rational one&hellip; we need to believe in the robustness of a metric, and currently, we don&rsquo;t have a robust metric.&rdquo; Either way, Saatchi &amp; Saatchi CEO Anthony Gregorio says the creative is vital, whatever metrics people use: &ldquo;If no-one is paying attention to your message, then it doesn&rsquo;t really matter how good the media buy is.&rdquo;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

‘Before you thump the table and expect clients to buy engagement you need to prove it delivers better results’, says Foxtel; Westpac brand chief Jenny Melhuish agrees, but the bank is testing the water

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