INTENSITY as the “3rd Dimension” of Media & Marketing Effectiveness

Summary

Reach and frequency are no longer sufficient in the media planning process. Intensity is the missing critical dimension. The intersection of attention, engagement and emotion leads to brand intensity, which has the potential to deliver a powerful impact. Additionally, strong influencers positively impact brand intensity measures.

Although time spent is shifting to digital, it also has its challenges including consumer avoidance. On the positive side, consumers engaging with brands on social and via personalized brand experiences have strong brand involvement.