Audience Engagement in Digital Media

Enhancing audience engagement nowadays is critical, because engaged users are more likely to trust a specific brand. They often pass through the same route or location on their way to work in the morning, back home in the evening or throughout the weekend.

What is audience engagement in Digital Media?

Lately, advertisers have been talking a lot about audience engagement. But what does it really mean for our industry? Even though the definition is still quite vague, it implies an engaged feeling, people who are intrigued of what a brand does or what it is. Generally speaking, the longer the average session of an audience is watching an Ad or engaging with it by sourcing through it, the more engagement to the Ad there is.

Returning Visitors vs New Visitors A high percentage of new users vs returning users means that fewer users are returning to the Ad – And this is defined using applications that can determine if the person is the same person that came by previously or not. There is a trend of different platforms being used and it is a bit similar to Netatmo's Security Cameras Welcome. These platforms determine if you have new engagers or existing ones, only if the content is engaging enough or not. Within milliseconds, the system is able to determine, with about 95% accuracy, a person's gender, approximate age, and even make an estimation based on their facial expression and type of mood they’re in by using folks like Affectiva, Quividi and Admobilize; all partners of media mea. At the end, the advertiser is looking to enhance audience engagement with a

higher rate of returning visitors. All the above are just extra added value tools that can be used along with great different engaging content.

Social Live Media Shares Social Media Shares indicate that a visitor is actually next to one of your signs, and has shared the story. He or she is actively involved with your content. Applications such as Seenspire (media mea’s Global Partner) can instantly share the experience on certain social media platforms. Seenspire enables you to create, moderate and display your social media channel by shining the spotlight on the advertiser’s biggest fans. It enables advertisers to create their own social media channel with live updates, images and videos. It will also show the advertiser what’s working and not in real time and it also helps the advertiser identify the most engaged attendees.

Engaging Audience through Smart Phones Mobile devices are getting smarter by the day and they’re here to stay along with its smart wearable accessories. Audience engagement is also possible using Apps as in Boardactive (media mea’s Global Partner) by connecting Billboards with smartphones and enabling advertisers to give consumers a way to act instantly to products, services or promotions. It also extends the value of billboards for out of home media companies with instant online search while promoting a level of interest that the audience shows in the advertiser and its content. This in hand will considerably increase billboard reach, tracking analytics along with campaign and promotional capabilities.

Audience Engagement is dependent on the individual piece of content and what the advertiser wants it to accomplish. Every form of content on any digital or non-digital POS Media should be designed with a clear follow up action in mind, whether it is interactive or non, on a big large billboard or a small 10” POS digital poster. Varying tools are available at media mea and customization is possible.

By Mohamed Ghalayini