Or EGRPs, or IGRPs, or whatever you want to call them. The concept, raised by OMMA Video media buyers panel moderator and Break Media's Andrew Budkofsky, is whether online video can or will embrace TV's GRP as the underlying currency for advertising deals. Budkofsky says he likes the concept, because it is one that is easy for "clients" (ie. advertisers) to get their minds around. It's something they understand from planning, buying and posting TV advertising buys. Omnicom's Joe Weaver didn't necessarily agree. "I think it's trying to fit the TV model/the TV metric into the online …

That's what VivaKi video guru Tracey Scheppach just said on OMMA Video's opening agency panel. Instead of focusing on adding interactive TV features to cable TV advertising buys, Scheppach said Canoe should first begin by unlocking the data stream that will finally make TV advertising addressable, and more competitive with online advertising targetability. "Addressability and data is where we need to be now," she said, describing "interactivity" as a "nice, add-on thing." Scheppach

It's probably a little bit of both, if you hear OMMA Video keynoter Tim Hanlon talk about it. Hanlon, has just finished his keynote, and he's sitting on the opening agency panel, discussing how Madison Avenue is handling the online video equation, including former colleague Tracey Scheppach, who anointed Hulu's Ad Selector as the format du jour for online video advertising, plus Interpublic's Michael Brunick, Tidal TV's Scott Ferber, Simulmedia's Dave Morgan. Hanlon's point, is that some ad executives may not really want to know what the enhanced performance and accountability of online video may end up telling …

That was more or less the way Hanlon wrapped his OMMA Video opening keynote. In other words, as much as things have changed in the period between TV 2.0 and TV 3.0, it's going to change even more by the time some media trade hack coins TV 4.0 in a blog post summing up a future Tim Hanlon keynote. "It's amazing. It's absolutely amazing. It's also challenging. And it's also incredibly frightening," Hanlon said, wrapping things up. "If you're an excitement junkie, you've probably picked the right industry. If you're daunted by change, you probably want to figure out …

If you think the conversion of "analog dollars to digital dimes" was the sound bite of the media business, get ready for Tania Yuki's "pretty significant delta." What, that doesn't ring for you? Let me explain. Yuki, who is director of product management, and the de facto video and advanced TV guru at comScore opened OMMA Video in New York today, with a pretty compelling lay of the online video land – especially its deltas. Well, one delta in particular. The difference between the commercial loads on conventional video (ie. television) and online video. "It's a pretty significant …

“This is our seventh OMMA Video conference,” conference programming chair Steve Smith noted in opening today’s conference in New York, reminding everyone that at the first OMMA Video conference, Joost was the big magilla. “Joost – if you remember Joost – was the company that was supposed to be eating everybody. And nobody had even heard of Hulu,” Smith noted, citing a “really daunting” pace of acceleration in the online video industry. “Video has become a part of the atmosphere,” Smith added, citing a number of new players that are demonstrating the power and breadth of the rapidly …

Who says the shelf life of an app is less than a quart of milk? Kicking things off with today's keynote at OMMA Mobile, Ed Kaczmarek, director of innovation, consumer experiences, Kraft Foods, and father, if you will, of the company's popular ifood assistant app for the iPhone and other devices, points out that 85% of those who downloaded the 2.0 version of the app in November are still using it. What's more, the ifood assistant has been a customer acquisition tool for Kraft, with 90% of users not previously Kraft customers. It also appears to be getting men into …

An interesting point from the very end of the DO forum: video content in public spaces (esp. interactive content) has to work at an emotional level both for a single person and for groups of people -- from two to ten to a thousand. I'm not sure I can elucidate this except to say that the master communicators in history have all been able to do both: that is, address a crowd so that each person feels he or she is being addressed personally, but with an effect that is communal -- that diffuse but powerful group feeling that transforms …

This is pretty awesome, from the DO exhibition at the end of the Forum: vending machine kiosks use facial recognition technology to determine if someone is smiling, then gives them an ice cream if they are smiling very enthusiastically. On the other hand, I have to ask: if someone isn't smiling, don't they need an ice cream even more? Why punish someone who's depressed by depriving them of ice cream? Just sayin'.

Rep. Rick Boucher's draft of privacy legislation might have been aimed at Web companies but could also have a significant impact on other types of ad companies, including those involved in digital out of home media. So said Harley Geiger, counsel at the Center for Democracy & Technology, this afternoon. Among other provisions, the Boucher bill would require that companies who collect and store "unique biometric data" notify consumers in advance. Geiger says that this clause, if enacted, could pose some realistic problems for companies who amass photos of consumers. How, Geiger asks, would anyone deliver a detailed privacy …