In recent years the media world has been fascinated by engagement. It is a topic that has generated a lot of interest from advertisers, media agencies, media owners and trade bodies around the world; largely because it is now so much harder for advertisers to reach consumers with marketing communications and because the body of research has shown that greater engagement ultimately leads to greater return on marketing investment.

There is therefore an increasing need to understand engagement and build it into the planning process. All elements of the industry have an interest in knowing, measuring and demonstrating not only the potential quantity of exposures any given communication delivers but also the quality of those exposures.

Engagement is a new and exciting research study from Guardian News & Media’s award-winning Research & Customer Insight department that tackles the hot topic from the national newspaper perspective.

With results fused to TGI, and new functionality that enables evaluation based on engagement incorporated into existing industry planning software, Engagement is a practical media planning tool that can be easily integrated into current working practices.