Microsoft's Young-Bean Song: Tap Traditional Metrics
Online advertising executives are either arrogant, ignorant or just plain scared of traditional media metrics. And these attitudes are to the industry’s detriment, according to Young-Bean Song, senior director at Atlas Institute, a division of Microsoft.
In a blog entry posted on Monday (July 6) Song called for the digital ad industry to consider adapting its approach to metrics to mesh with more traditional measures like reach and frequency. Such a shift is crucial for the medium’s growth, Song argues, particularly when it comes to convincing still-reluctant brand advertisers to shift more dollars online.
“Brand
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