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Kathryn Koegel - COI (Chief of Insights)


Kathryn Koegel is a multi-disciplinary marketing professional with experience in online, mobile, television and print media and advertising.   Her expertise includes company positioning, corporate communications, sales development, primary market research and whitepaper development and speechwriting.

  • Advertising Age Contributor
  • All branding and corporate communications for one of the first Interactive advertising networks, the brand-focused Phase2Media
  • Cable upfront development and promotion of Interactive Program Guides for Gemstar TV Guide Television
  • Research development for DoubleClick that included creation of first internet ad industry benchmark reports, primary research on interactive impact on the consumer purchase process; two research papers accepted and published by research industry trade associations (ARF and ESOMAR).
  • Online Publishers Association rebranding, PR key messages, marketing plan, agency of record and PR agency search & selection
  • Formation of a media trade association as part of a US government-sponsored media program in former communist countries

Download The State of Digital Display Download the State of Mobile Report Download The State of Digital Display 2 Retail Goes Mobile:  Finding New Customer Connections Through Mobile Devices Retail Goes Mobile:  Finding New Customer Connections Through Mobile Devices Adage - What You Need to Know About Mobile Marketing - Best paractices and Benchmarks for the US - Discount
May 2009 Sept 2009 Oct 2009 January 2010 March 2010 May 2010

Adage - What You Need to Know About Mobile Marketing - Best paractices and Benchmarks for the US - Discount

Freewheel TV

May 2010  June 2010 October 2010 Digital Video Monetization Full Year Report 2011 December 2010  

Hear Us Speak:

Past Speaking Engagements:

Omma Mobile NYC

Wednesday, May 12, 2010

4:15 PM
Grilling the Metrics Vendors: When Will Mobile Numbers Add Up for Media Planners?

Mobile metrics remain are a gaping hole for many marketers and advertisers, and it’s no longer enough to talk about app download numbers and call it a day. The major third party measurement players have very different methodologies for sizing a fragmented WAP market and they haven’t cracked the code at all on app usage. The panels have helped substantiate mobile as a growing marketing sector, but are they really useful as media planning metrics? Who is measuring what and how are they planning to evolve their services for the era when mobile devices overtake the PC for web access. Now that mobile is more than just an experimental buy, how can marketers use available metrics to integrate mobile into their media plans? We hear from the leading mobile metrics vendors along with agency pros to determine what we have now, how to use it and what we need for the future.

Kathryn Koegel, Marketing Practice Lead, Primary Impact
David Gill, Sr Director, Mobile Media and Marketing, The Nielsen Company
Larry Harris, CEO, Ansible Mobile
Paran Johar, CMO, JumpTap
Brian Jurutka, SVP, comScore
Evan Neufeld, VP Marketing, Ground Truth
Greg Yardley, VP of Product, Flurry, Inc.


Omma Global SF

Wednesday, March 17

2:00 PM
Publishers, Show Us the Mobile Money! Monetizing and Budgeting the Next Big Thing

Agreed, mobile is the “next big thing.” Yes, media brands really do “have to be there.” But who is running the numbers on what revenues even will be possible on this platform and from what sources? Publishers need to know how much money and people-power to invest in this platform and where and when it might pay off. We bring together some of the most evolved mobile content brands to discuss not only revenue streams but cost management, resource sharing across offline and Web sales and editorial staffs, and platform development costs. What role will app fees, advertising, m-commerce, and carrier deals play in your mobile P&L? Once we get beyond the hype and sheer fear of missing out on the next great platform, publishers need to determine where mobile really fits in their businesses.

Kathryn Koegel, Marketing Practice Lead, Primary Impact
David Buckley, Head of Global Sales, Associated Press
Yaron Oren, Director, Mobile Strategy and Operations, Hachette Filipacchi Media, U.S.
John Trimble, Chief Revenue Officer, Pandora
Tom Limongello, Head of Business Development, Crisp Wireless
Robert Gelick, SVP & GM, CBS Mobile

Articles, Research Projects and Press Mentions:

Recent Articles:

Ad Age: Mobile Myths Debunked -- 9/13/10

Internet Retailing: Mums with Children Drive Interest in Mobile Marketing – 8/20/10

Mobile Marketer, Sonic, REI, American Eagle drive traffic in-store via SMS alerts – 7/28/10

CloudBook Magazine, Location+The Clouds, It’s the Killer App -- 6/10

Ad Age: Memo to Steve Jobs – 5/24

Adage, February 22,2010
Digital Marketing Guide: Audience Buying
Don't Know RTB From DBO? Here's All You Need to Know to Target and Reach Your Consumers

New York Times, November 29, 2009
The Price of Free, October 19, 2009
American Adults Interested in Opt In Marketing Messages

Media Post, October 27, 2009
Almost as Good as a Sandwich Board, December 23, 2009
Retail Experts Discuss Strategies to Drive Foot Traffic & Sales Through Mobile Marketing
as Moderated by Jayne O'Donnell of USA Today

Other Articles:

New York Times -- Online Rally May Sidestep Newspapers
MediaPost -- Online Metrics Insider: The Click Is Wagging the Dog
DigiDay Daily -- Display Can Rescue Your Mojo Babe
DigiDay Daily -- Do TV Networks Call Craig Ferguson Remnant?
DigiDay Daily -- Display Downer is Overdone
MediaPost -- So That's What Twitter is For

Digi:Daily -- Not Dead Yet
Digi:Daily -- The Media Superiority Complex

Adserving Trends Reports - DoubleClick
MediaPost Article
MediaPost Article
Media Life Magazine
Web Pro News
Doubleclick Adserving Trends

Cross Media Spending – DoubleClick/Nielsen
Nielsen 5 Year Ad Spending

Cross Media Study – DoubleClick/Nielsen/IMS
Cross Media Frequency
ClickZ Article

E-commerce: DoubleClick Research & Quotes:
Wall Street Journal / Endeca
WebPro News: 'Click Rates and Conversions up for Black Friday'
Destination CRM" 'Online Consumers Are Becoming More Sophisticated'
WebSite Hostings Article
RSI News Article
Spurs Report
InternetAdSales Article
DoubleClick Consumer Email Study

Email Marketing: DoubleClick Consumer Email Studies:
DoubleClick Consumer Email Study
Baidubbs - Article
WebPro News - 'Tips to Get Your Email Opened and Read'
ClickZ - Article

ESOMAR Publications: WAM Conference:
Touchpoints and Target Demographics

In-Direct Response to Online Ads: View Through Metrics -- DoubleClick
 DoubleClick View Through Study

Internet Audience Dynamics -- DoubleClick 
Internet Audience Dynamics
ClickZ Article
All Business Article

Interactive Trends & Consumer Impact – DoubleClick Speech
DoubleClick Webinar

Online and Branding -- Quotes
iMedia Connection Online Branding Quote

Pop Up Ads -- Wall Street Journal Quote
Wall Street Journal Quote

Reconciling Pre-and Post Buy Analysis: Target Demographics -- DoubleClick
DoubleClick Target Demo Whitepaper
Internet Retailer: 'DoubleClick Pilots New Methodologies for Analyzing Online Target Demographics in Post-Campaign Ad Reports'
MediaPost: 'DoubleClick Unveils Methodologies For Evaluating Online Ads' Reach'

Rich Media Whitepaper -- DoubleClick
DoubleClick Rich Media Whitepaper

Touchpoints I: Interactive Impact on the Purchase Process -- DoubleClick
Touchpoints PDF

Touchpoints II: ESOMAR presentation -- DoubleClick

Touchpoints III -- DoubleClick
Touchpoints III PDF
MediaPost Article
iMediaConnection Article

Year in Online Advertising 2003 – DoubleClick/Nielsen Whitepaper & Speech
Year in Online Advertising 2003 PDF
iMediaConnection Speech

Gemstar TV Guide Appointment
Broadcasting & Cable

Phase2Media – Brand-Focused Ad Network: Speeches and Press
All Business Article
Find articles Article
Internet News Article
DM News Article

Organizational and Media Development
Freedom House/USAID; Romanian Audit Bureau of Circulations formation
Ijnet Article: 'Romanian Audit Bureau of Circulation Established'
Eurolobby Article (Romanian)
Freedom House Press Release

Spy Magazine
Washington Post

Historic Research
Early Film Studios


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