The consensus sentiment of the opening “When Will The Online Video Market Truly Arrive?” panel was old school reach & frequency planning no longer
makes sense -- at least not where online video (and maybe even audio) is concerned.
“I think that GRPs and reach and frequency is a very dated model. We wouldn’t
start there,” said Mary Pocsik, executive director-media services, Geometry Global. She said the reason why online video planners and buyers begin with a TV framework, is that TV is where the
big budget “opportunities” are. That said, she believes video “can really stand on its own… it doesn’t have to live up to the standards of terrestrial
television.”
“I don’t think reach & frequency is the model we should have for video, or audio, for that matter,” echoed Mediaocean’s Cordie
DePascale, adding that he recently worked on a project to integrate Pandora into agencies’ radio-buying infrastructure.
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“Pandora came to us and wanted to transact with us
like radio,” he said, adding that the result of the integration was that, “buyer were buying Pandora like it was terrestrial radio.”
He said that was feasible,
because the data processing systems were set up to compare Pandora and terrestrial radio on an “apples to apples” basis, which he attributed to the heavy lifting of digital audio pioneers
like digital audio ad exchange Triton Digital.
“Will that happen with video,” he asked rhetorically, adding, “That remains to be seen.”