Josh Martin, who heads the emerging media division at Interpublic's ID Media, must grapple with that in his work with mobile, podcasting, VOD and interactive TV.
"We're not necessarily looking at audience measurement and eyeballs, but what the back-end result is," says Mr. Martin, 29. And that's especially integral since many emerging media aren't big enough to have audited measurement.
Gaye Sussman, president of ID, is impressed with how he can see the bigger picture. For example, when a sales rep for a mobile-phone application came in selling banners on downloadable channels, Mr. Martin suggested customizing a dedicated channel that a client could own.
* Director-emerging media
* 5-month-old unit at direct-response media shop