The juxtaposition of mobile and in-place digital communication has presented a number of commercial opportunities. Barfly Networks is one of those new opportunities and is a rapidly growing and successful media network delivering content and advertising on existing television screens in bars. The ability to serve relevant messages in that environment brings advertisers beyond the point of purpose but rather to the point of consumption. The efficiencies delivered at these new alternative digital and experiential brand touch points, in terms of both audience reach and desired impact, are not adequately reflected when analyzed using traditional measures. The language of media â CPM, CPP, CPI and the rest - needs to be modified to embrace the new delivery systems currently in place and those being developed. In a new media agnostic client and agency environment Barfly sponsored research attempts to provide new metric possibilities and help create revisions in our thinking about cost and effectiveness of media delivery. Some preliminary findings and approaches will be presented that address the effectiveness of what it is that Barfly delivers.