The increased use of the Web is making vendors of traditional media become more accountable and efficient. When marketers can get a good sense of how many and what sorts of people are
clicking on a Web promotion, they tend to press for something similar from TV.
What metrics do top media buyers need in 2008? Last year's most-used word was "engagement"; this year's
seems to be "granular." But lingo aside, the message is fairly clear. Rino Scanzoni, Group M chief investment officer, said he wants "more reliable consumer information in terms of product usage,
product preference, that we can then tie to ratings information." Buyers want data that goes beyond reach to show how consumers behave.
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