Gail Chiasson, North American Editor
The panel being moderated by David Verklin, partner, VSV Partners, has gathered many questions from the audience.
This audience is really interested in the importance of creative and what is wanted, how metrics are used, the use of media plans, where digital place-based media sits on media plans, whom media people should call on within an agency, the results and more.
Each panelist had different answers, but metrics shows up as key. Surveys, data for individual advertisers, pre- and post-studies are needed. These follow the comments in the State of the Industry address earlier by Bob Liodice from the Association of National Advertisers, who noted the need for analytics/metrics by advertisers at the recent ANA conference.