The above video interview is from the Advertising Research Foundation Audience Measurement conference.
Natasha Hritzuk, the Global Director of Insights and Analytics at Microsoft Advertising, was on a panel at the ARF Audience Measurement Conference named ‘Preparing for Tomorrow, Today.’ The panel also included Daniel Slotwiner of Facebook, and Jim Dravillas of Google.
Although Natasha is fairly new at Microsoft, the views that she brought are insightful and interesting. One of the topics she addressed in the panel is the question ‘Is GRP a valid unit of measurement [in the digital world]?’ Her answer to this question is ‘yes’ because it relates digital media to traditional media–like television. If you measured digital media with a different standard than traditional media then it’d be hard to decide how much money to allocate into each medium of advertising.
Hritzuk stresses that creatives who produce the marketing content have to understand and take advantage of unique properties of different platforms. She mentioned that she has seen brilliant campaigns fall apart because of either lackluster content or the content being pushed through the wrong medium.
Besides knowing the unique qualities of different platforms, marketers should take into account the importance of synergy. Hritzuk believes that the conversation should not be choosing digital vs television but how the two mediums can work together. Hritzuk’s team found that if you run a digital campaign at the same time as a television campaign, it extends the relevance of tv ads by 7 days. As in this case, the whole is greater than the sum of its parts.
For more, see above video.