This video clip demonstrates how Mark and Alex distinguish between quality and quantity when evaluating on-site sponsorship benefits. For example, an on-site activation space is a high quality benefit because it allows a sponsor to engage with the audience, but the number of people that can engage is generally limited. On the other hand, standard sponsor signage (e.g., banners at an entrance) can provide a lot of impressions but they are lower quality than activation space because there is typically little to no engagement.