• by March 28, 2008

Great post -- and one that begs the question why anyone is measuring campaign effectiveness on a CPM basis.

Marketers typically agree there are two basic marketing strategies: direct response (customer acquisition and immediate sales) or brand response (building a relationship with consumer over time. Evaluating either strategy on a CPM/impression-basis does not give marketers any insight into effectiveness - just an idea of how many people could have been exposed to a message. Gregory hits it right on the mark when he explains that user-initiated time is the only true indication of engagement - and one that is missing from the majority of campaigns. Marketers who are accountable for user-initiated interaction will drive the best (and most legitimate) results -- and companies who employ these strategies will become the brands of the future.