The response on the message board tried to address a cost per minute of engagement, but I think that model would be flawed. A television ad, by its definition, could only last for 30 seconds whereas an interactive ad could certainly last much longer. Does that mean an interactive ad is more or less engaging than a TV ad? Is it more persuasive? I don't think it makes the case either way as length of time is no substitute for attentiveness. All it relates to is an opportunity to see, which is not the same thing.
However, Persuasion is an element that we could certainly look to examine when determining media mix and creative mix. The Persuasiveness of a media vehicle is an interesting thought as it can factor in creative elements that may be otherwise overlooked. What is the level of Persuasion for a 30 TV spot vs. a 300x300 expandable ad that points to a landing page with detailed information? Which creative execution does a better job of selling the product or service that is featured?
Persuasion also factors in the type of message that is being created. A hard-sell message can be more persuasive than a softer-sell in the short-term, but the effect of either one would need to be evaluated in the context of the communications plan for the product. Are immediate sales the goal, or is the plan more long-term in its goals for growth? Is the target audience open to a persuasive message?
Persuasiveness could also be examined in the context of the placement itself. If your placement is considered within relevant context, than an ad may be more Persuasive. If your ad is close in content to what is already top of mind for the target, than it could also be more Persuasive. The goal of the advertising is to generate a response or remind you of a product in hopes that you will eventually have a response when the time is right. Persuasiveness is identifying the needs of the target and providing them with a relevant solution. Ask anyone who has ever bought a car or a house. The person selling you these products is Persuasive because they identify your needs and supply a solution for your needs.
I have written about Passion in the past as the fifth "P" of marketing, but maybe Persuasiveness could be in the "P's" as well. Maybe Persuasiveness is something that needs to be considered by every media planner when they are putting together a recommendation? Maybe it falls on the shoulders of the Communications Planner in the relationship?
The life of a Communications or Media Planner in the world of advertising is becoming more and more complex because of all these elements to be considered. As advertising becomes more accountable, we need to determine long-term goals in balance with short-term goals and these elements, such as Level of Engagement and Persuasiveness, need to be considered beyond just Reach, Frequency, Flighting and other elements. We need to factor in more than the typical weighting of reach and frequency and we need to factor in all of these behavioral considerations. How does one balance all of these considerations?