Is Engagement important? You have to define it first. This was a General Mills challenge as well as an industry one.
Wrote a white paper and presented it to General Mills. Also on Executive Committee of the IAB Advisory Board on Engagement - contributed to IAB white paper.
Why this issue is significant:
Some say we're in an Attention Economy, other says we're in a Distracted Economy - I agree with both and it's getting worse. Understanding ad or content engagement, especially Emotional, is a critical signpost.