iMedia Connection: Brand Entertainment Studios' CEO

Steven Marrs, CEO of Los Angelos-based Brand Entertainment Studios talks to iMedia Connection about the convergence of Madison and Vine…the advertising trend towards longer form, entertainment-based ad formats.

Interestingly, he mentions "engagement time" as an important new metric to be applied to this new form. While important, I don't think it's all that new. Maybe he has never bought radio and has never heard the term " time spent listening".

iMedia Connection: In this post click-through era, what kinds of new metrics are emerging as the new measurement standards?

Marrs: Engagement time. It could be with a Website, a banner, an interactive TV demo, a brochure. People are talking about time spent with the marketing vehicles. We'll be looking at measurements that gauge the total number of consumer touch points, and how much time they spend with each media vehicle. We're doing things from live events, television shows, Web initiatives, and custom video games; things that are cross-platform in nature, but the common thread is length of engagement.