wednesday, november 4, 11:00am - 11:50am

Power Session: Defining the New Media Currency—How to Bring Traditional Media Metrics Online, Or Should We?

Reach, Frequency and GRPs are passé to the digital intelligencia, but the reality is that they are the currency for traditional media. For years now, the digital media industry has hung its hopes on bringing traditional branding dollars online, although this repositioning will require the translation and delivery of the aforementioned analog metrics for digital channels. The nature of our media makes this task relatively simple for broadcast and print media but very complicated for online media. And from the buyer’s point-of-view, many of the traditional planning tools are not filling the void. But should our industry be trying to create a new flavor of R&F and GRPs for the online ecosystem—metrics that would arguably be easier for most planners and buyers to digest—or should we continue to collectively work towards defining a new media currency that factors in the unique characteristics of digital consumption such as “time-spent” and measurable cross-channel impact? Join us for what will sure to be a lively debate.

MODERATOR: Robert Coolbrith, VP, Equity Research, ThinkEquity LLC PANELISTS: Marc Johnson, Chief Marketing Officer, Hitwise Adam Gerber, Chief Marketing Officer, Quantcast Gian Fulgoni, Executive Chairman and Co-Founder, comScore, Inc. Jon Gibs, VP, Media Analytics, Nielsen, Online Division Esco Strong, Director, Microsoft Advertising Institute

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