NewMediaMetrics co-founder Gary Reisman had an unusual start to his moderating duties at the Digital Hollywood Media Summit on March 8 in New York. Just as he introduced the panelists to a packed room concerned with the issues around Advertising Accountability: Metrics and Analytics around Video, Social Media, Broadband and Mobile, an attendee wandered in talking loudly on his mobile phone, completely oblivious to proceedings. After a few moments of stunned silence during which the phone conversation was the only sound in the room, the caller looked around sheepishly, apologized and exited. Hilarity ensued among the panelists followed by what turned out to be a lively, sometimes combative, hour-long debate: Eugene Becker, VP, Analytics, Xaxis; Bob Ivins, VP of Data & Research, Comcast Spotlight; Scott McKinley, EVP Advertising Effectiveness, Nielsen; Debbie Solomon, Managing Director, Business Planning, MindShare; Mark Pascarella, CEO, uberVU; Jeff Plaisted, Senior Director, U.S. Sales and Strategy, Mobile & Skype Advertising, Microsoft; and Dr. Raymond Pettit, VP of Market Research, PRN. Click the video to get Reisman’s take on one of the more compelling insights.
Rich Yaffa, CEO of Media Ventures Group Holdings, Inc., appeared on a panel to discuss “Advertising Accountability: Metrics and Analytics around Video, Social Media, Broadband and Mobile,” during the 8th Annual Media Summit in New York on March 10, 2011, sponsored by Bloomberg.
The key to moving the revenue needle for a client’s business depends largely on how well the agency partner interprets media data, Yaffa said, and astute analysis enables agencies to make the best media-mix recommendation to move a business forward. He also stressed the need for agencies to ensure the integrity of the data they use because it informs the analysis and the media recommendations to clients. “It’s important to compare different sources of audience-delivery data to make sure they are consistent,” Yaffa said.
All the panelists agreed that the most accurate data available in terms of audience action, intent and attitude is the mobile phone. “You know who the consumer is. You’re not guessing,” said panelist Jeff Plaisted, National Sales Manager in Microsoft’s Mobile Advertising Division. With a set-top box on a TV, he added, it’s impossible to know who’s watching or how many people are in the room. While mobile marketing is something all the panelists expressed enthusiasm and excitement about, they also cautioned that the many barriers to obtaining the data in that space make mobile just one spoke in the marketing mix. “If you’re focusing on a single device or platform, you are missing scale and a significant portion of your target audience,” Plaisted continued.
Linda Gridley, president and CEO of Gridley & Company moderated the panel, which included David Rosenberg, Director of Emerging Media at JWT New York; Shaukat Shamim, CEO and co-founder of Buysight; and Dave Kaplan, SVP, Product Leadership, Nielsen IAG.