Casual fling or committed relationship?
In this Bite Sized Thought Piece Ipsos MediaCT looks at the hot topic of readership engagement, its chequered history in the UK and across the globe, and introduces the first media engagement metric to be incorporated into a currency.
The growth of digital (particularly mobile) platforms means that people can now far more easily control the media content they consume, when they do it and where. This has led to an increase in consumption and to the emergence of both ‘media meshing’ and ‘media stacking’ as people juggle their lives to fit everything in. This leads us to the very real question of what effects different platforms and multitasking have on consumers’ levels of engagement with both branded media content and the ads contained within.
