Do give me your feedback and ideas to this piece. HERE

The Internet has given us the ability to interact with the consumer and enrich the communication experience and even enabled the consumer to become an active part of it.  I suggest that we as an Industry needs to look seriously at a form of engagement metric that defines the quality of the interaction, length of engagement as well as the number of people who have seen the ad (which will obviously still have its place in measuring effectiveness). Eyeblaster and recently Neilson for example have already moved towards considering these new metrics:

(http://www.eyeblaster.com/knowledge/one_technology_solution/reporting_and_tracking.asp),

However they have yet to define what makes a ’successful’ engagement or interaction.  What constructs should be involved in the creation of such a measurement however and do we have the technology to capture this so that measuring Internet Advertising does not become as spurious as it is for event/ experiential marketing?

I will be looking at this in more detail as it is an interest area of mine in the field and I would love to crack this during my career in how best to measure adverts that reside in Virtual Worlds.  Do the same rules apply and are impressions the same?  Does length of time count or do we disregard it/ generalise about the length of exposure as we do out door billboards?

We must seriously look hard at this and build a case for Virtual Worlds to adopt a useful advertising metric.