• by Mark Walsh  @markfwal, June 17, 2009

In response to the increased demand for accountablity and ROI, agency folks noted the growing emphasis on getting a handle on audience measurement and research even before campaigns begin. That information is actually used to inform media buys. "You can't get into anything without a measurement plan these days," said Jonathan Chin, digital assoc. director at Mediavest.

He added the agency is trying more and more to apply direct resonse-type metrics to cpg campaigns. And before experimenting with different ad approaches, "you have to have a desired outcome." Universal McCann's Kristine Munsen added that tracking the social conversation around brands has also become increasingly important. Of course, measuring social media opens up a whole nother can of worms.