iMediaConnection Interview: Interview: Mass Transit's Jason Burnham

In this interview, Jason Burnham talks about some of the newer approaches to buying and measuring an online media campaign as well as educating marketers about the medium.

We did generate significant lifts in all the branding metrics, from purchase intent to brand awareness as well as message association. For brand awareness, we’ve witnessed lifts anywhere from 6% to 15%, depending on the audience. For purchase intent, we’re seeing upwards of 17%, and for message association we’re seeing anywhere from 10% to 61%.

and

I don’t buy the excuse…”interactive is not there, yet”. This is a highly accountable medium, and we are able to measure rather extensively and gather statistically significant learning — learning that can be gathered online can then be applied to offline marketing and advertising, as well.