For Interactive Marketing Professionals

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	June 26, 2009 Why Marketers Should Ignore Engagement with Rich Media Marketers Must Look Beyond Measurement's Shiny New Toy by Nate Elliott with Michael Greene, Angie Polanco

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Executive Summary

Interactive marketers — especially those with branding goals — have been keen to embrace richer and more complex ad formats. But richer ads often bring with them richer metrics, and many marketers — who are unfamiliar with these new measurements and unsure which to trust — are falling back on loosely defined engagement metrics. Rather than blindly accepting vendors' attempts at measuring engagement, marketers must focus on measuring the business goals they are trying to achieve.

This is an excerpt

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