There was an article in Ad Age recently that got me thinking about where next for the whole media engagement debate. Apparently, 'It's About Receptivity'.The idea that what really gets an audience involved in an ad is how receptive they are to it at a given point in time.
Strikes me this is a lot more tangible than the rather nebulous concept of 'engagement'. Its also has a lot more to do with media than creative since the right media and the right editorial environment are critical to delivering it.
Don Gloeckler, Procter & Gamble’s North American Manager of Media Research is quoted as saying that his company were looking closely at ad receptivity. They have, he said, been working hard to find what they call ‘moments of me’ where its customers are highly reachable. I rather liked this idea (and the phrase) but it's not so new. I spoke at a recent conference and saw a talk from Tamara at SPF 15 who works with clients on precisely this concept. They call it 'Mindset Marketing'.
My real question is that whilst it’s true that any media might deliver that 'moment of me', there are some which are naturally good at receptivity (okay, I'm thinking magazines here) so are planners adjusting their thinking about channel weights as a result? Hmmm…