Customer Centricity: Monetizing Authentic Customer Connections Across the Consumer Journey The call for âengagementâ is coming from all corners of the advertising industry. But, fundamentally, there are two competing interests looking for answers: networks versus advertisers and their ad agencies. One is seeking ways to monetize content while the other is looking for ways to connect with consumers via available content / programming / media options. The common element is the consumer and his or her behavior. Ironically, however, much of the debate has missed the consumer point of view. Networks and media measurement agencies are seeking a new metric to place value to programming content across channels (traditional and new). The premise is people are engaged with different content at different levels. Therefore, networks and other providers argue they can price access to their content based on how engaged someone is watching or interacting with itâbeyond reach and frequency. Advertisers, and their agencies, are looking for better tools for cross-channel planning to connect with their target audience in a more effective manner in an increasingly fragmented media landscape. Their challenge is to pick media channels in addition to choosing on which programs to advertise. In this context, engagement is something more than just knowing if a consumer segment really likes a TV show, etc. The solution for advertisers is to involve the consumer point of view, to truly be customer centric in their approach to marketing. Understanding the journey a consumer passes through in relation to a company, product, and/or brand provides the map for how to create authentic connections along the way. We can provide holistic marketing and media planning when we put engagement in the context of how consumers make decisions. What role do media (traditional and new) play at different times of the purchase funnel and in different product / service categories? Real connections are made when our strategies answer consumer communications needs at the right time, in the right places, and with the right messages.