At a high level, the value and measurability of events is twofold: the deep engagement that you have with people who attend in person and the broad reach that you achieve from people talking about the event as a newsworthy/buzzworthy moment in time...
By creating a standard metric of engaged minutes, marketers can compare time spent with brand across any marketing activity, from a few seconds in the case of OOH to minutes and even hours in the case of experiential...
There is significant additional value in designing experiences to be newsworthy and shareable, creating a multiplier effect on social and traditional media, measurable through social listening and media monitoring.
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