Can You Really Use New Channels?

Econometric modeling can help a media planner really think very creatively about how they use the channel mix. Because it's based on reach curves as long as you've got a bang up today reach curve for each channel, then you are moving at the pace of consumers. And we tend to find that advertisers, their media mix is not keeping pace with fragmentation and they're getting left behind by fragmentation because it's moving so quickly.