The metric that is great news for creatives
January 13 2014, 9:30 am | | 3 Comments
By Simon Veksner, Head of Ideas, Naked Communications
Creatives were always against any measuring of our work (except by awards juries).
We scoffed at brand tracking studies, despised research, and when told that our ad had failed to achieve certain metrics would protest, citing Albert Einstein, that “Not everything that counts can be counted.”
But this attitude has now changed dramatically. READ ON…
3 Comments
“Am I being too simplistic?”
Yes, while P&G spot is still an excellent piece of ad, its safe to say big amount of that is a paid view. Also, consider that there’s PR push done across the net to ensure there’s a coverage for the particular ad.
+ If you hate at the thought of clients just asking for ‘viral content’, why would you start using the youtube view as a measurement…?
Actually, Kevin, I would be delighted if all clients asked for ‘viral content’, since there seems to be an understanding that only cool stuff goes viral. Hence, all we would be making from now on would be cool stuff. That would be neat, wouldn’t it?
It’s a useful metric, and if we had to pick one, in a modern media world, its not a bad indicator of how engaging the ad is.
Although if it became the actual metric a client briefed you on, you’d write to deliver more views right? That’s a dangerous game.
Reality is we’re in the business of changing minds and behavior and a Youtube view is often a long way from this end behavior change.
All for simplification, sitting through post campaign research reports is soul destroying. I fear selling youtube views as an indicator of success to a CEO might not help our industry’s credibility.