We have found through both success and failure that three absolutes must come together in order to create maximum engagement.
- Stimulation – make me think
- Ownership – what’s in it for me
- Entertainment – make it fun
For example, the touring artist asks her Instagram Followers pre-event to vote on what she opens her set with. Or the Conference Keynote speaker asks the audience to vote on the most important topic from four choices. Finally, the Football Club tweets and simultaneously prompts in-stadium to select the MVP 5 minutes before the end of the game.
All of this happens, and can be shared with the Audience, in Real-time.
Our team has seen it all in the advertising space. Since before the digital revolution, we have witnessed wave after wave of new digital marketing and ad solutions: mobile, programmatic, native, video, social, etc. This onslaught of innovation has led to the hyper-fragmentation of media. In simpler times, people selected between 3-7 media choices per day. Now, due to the seemingly unending number of media choices, consumers’ attention spans are stretched thin and advertisers don’t know where to focus their efforts.
Throughout this digital revolution and innovation the human in-person experience has more or less remained the same. The stats shown below demonstrate the precipitous drop in digital engagement, however the in-person experience is resurgent. The importance of events presents opportunity for brands to add a pervasive mobile engagement.
The average number of ads seen on a given day
The average length of view on video advertising
The average time spent viewing a social post
The average click-through rate on branded social content