• Ad Age , Monday, July 9, 2007 10:56 AM

According to some new research from OMD, one engaged viewer is worth eight garden variety ones. The study could move the concept of viewer engagement forward by proving it moves the sales needle.

The data seems to show that consumer engagement with media and advertising not only leads to sale but does so more than media spending levels. That means even a small outlay could work well when the ads draw attention from consumers in media they find engaging, says Mike Hess, director of global research and consumer insights for OMD.

But it is still early and with the study only tracking three financial-services brands, Hess and its authors caution more and broader research is necessary to prove a link between engagement and sales -- and to figure out how media weight and advertising and media engagement can get product moving.

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