In rapid-fire response model, panelists agreed that BT works, delivers at higher ROI, but also at a higher cost. How much higher? "Significantly less than traditional media," retorted Yahoo's Mitch
Spolan, responding to a question about the premium charged for BT advertising. But both moderator Samantha Skey of Passenger and Jorge Ruiz, dir. of analytics at Ogilvy suggested more research and
testing is needed before making a more definitive judgment about the effectiveness of BT.Tribal's Dietrich and Keary Phillips, who handles Internet marketing for Allstate, added BT should be a
discrete part of the marketing mix.