So I promised that I would follow up with you about MOAT. Here’s the drill: I had a nice conversation with one of the founders of MOAT, Anthony (“Ant”) Taylor. He agrees wholeheartedly that measuring engagement is the emerging model in online marketing metrics. Further, he agreed that this kind of measurement establishes new value to online marketing.

My argument that impressions matter more than clicks just got a shot in the arm.

Most of my clients are trying to build a brand presence online as well as generate conversions and this new technique is just the ticket to measure how well that brand development effort is going.

So without getting too deep in the nuts and bolts, MOAT measures how long a user hovers over an ad and determines if it is simply recognition, did you grab their attention say from color or a particular image, or if it is engagement, and you held their attention from compelling content. Check out the demo.

It’s a fantastic process and it’s going to change the way we look at online marketing. More to come.