• by Joe Mandese  @mp_joemandese, July 22, 2014

Agencies (and some clients) may be moving toward a “holistic” approach to audio -- you know, what we used to call radio -- but there are still some legacy issues holding it back. That was the way Lizzie Widhelm, vice president of digital at Pandora seemed to indicate on the “Radio Revenge” panel wrapping up OMMA Display in Los Angeles today.

One of the chief impediments continues to be the way agencies evaluate the delivery of digital audio vs. traditional radio.

“Estimated ratings are becoming less interesting to clients,” she said, adding that “real-time measurement” is becoming more important and relevant.

Mina Kamarasheva, associate managing director-audio and promotions at Horizon Media, and moderator of the panel, agreed, but said the “lack of a common currency and universal measurement” continues to be a vexing issue for agencies trying to plan and buy agnostically across the audio media.