Most of us in the internet and mobile spaces lament how most traditional brands don’t *get* new media. Many point to how brands don’t care about measurability and results, which digital media largely swears by.
That a traditional media outlet like ET is starting to talk about engagement metrics(and not topline numbers or subjective aesthetics) – points to the fact that there is perhaps a slowly growing understanding of digital media in India.
Of course, it’ll still be a while before more conservative papers or vernacular publications start to get engagement metrics – but this is perhaps a sign that things are starting to change.
What do you think?
[Guest article by Shamanth Rao]