Comments on: Apples and Oranges of ROI? http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/ Asi Sharabi's Private Selections Thu, 05 Apr 2012 13:18:04 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: David Armano http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-192 David Armano Tue, 14 Nov 2006 00:31:17 +0000 http://no-mans-blog.com/?p=92#comment-192 Great point all around Asi. And I like your end quote. A lot of truth to it. On that note, since my salary depends on creating experiences, while I agree with the immense power of amazing clips like the Dove spot (great example of word of mouth/ROI), I also caution the Ad industry that the so called "viral video" alone will not save us. We must also create useful experiences that provide value. Just look at how powerful both You Tube and Dove combined are. Advertsing must strive to break barriers with both messages and experiences. Great point all around Asi. And I like your end quote. A lot of truth to it.

On that note, since my salary depends on creating experiences, while I agree with the immense power of amazing clips like the Dove spot (great example of word of mouth/ROI), I also caution the Ad industry that the so called “viral video” alone will not save us.

We must also create useful experiences that provide value.

Just look at how powerful both You Tube and Dove combined are.

Advertsing must strive to break barriers with both messages and experiences.

]]> By: Asi http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-191 Asi Mon, 06 Nov 2006 19:02:31 +0000 http://no-mans-blog.com/?p=92#comment-191 Giuseppe, what a nice surprise. I see that you are very up to date with the issues at stake... thanks for joining the conversation A. Giuseppe,

what a nice surprise. I see that you are very up to date with the issues at stake…

thanks for joining the conversation

A.

]]> By: G.V. http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-190 G.V. Fri, 03 Nov 2006 02:57:01 +0000 http://no-mans-blog.com/?p=92#comment-190 It's nice to find familiar faces in the blogosphere.. Coming to the topic of your post. I see a great asymmetry of perceived trust between old media and new media. At the moment, a tip from another blogger is considered more trustworthy than a tv ad. But Ad companies are invading the blogosphere with merc bloggers that will 'recommend' products of their clients. At one point, trust will dissipate also in the blogosphere and you might end up closing your circle of influentials. At the end, it sounds so similar to the old debate about mass media's influence. Better your neighbour's word or the tv ad? It’s nice to find familiar faces in the blogosphere..

Coming to the topic of your post. I see a great asymmetry of perceived trust between old media and new media. At the moment, a tip from another blogger is considered more trustworthy than a tv ad.
But Ad companies are invading the blogosphere with merc bloggers that will ‘recommend’ products of their clients. At one point, trust will dissipate also in the blogosphere and you might end up closing your circle of influentials.

At the end, it sounds so similar to the old debate about mass media’s influence. Better your neighbour’s word or the tv ad?

]]> By: Asi http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-189 Asi Wed, 01 Nov 2006 01:18:27 +0000 http://no-mans-blog.com/?p=92#comment-189 Richard - thanks for stopping by, its a great honour. We increasingly realise that the old dichotomy of media and creative idea is loosing its grip. It will take some time before we will learn the relative value of TV and YouTube because the latter is kicking in and the former is not going anywhere. While both the Bravia and the Dove cases are purely anecdotal, there are great learning from both. it seems that the evolution video works best on YT, with the viewer 20" from the screen - I don't think it would have had such an impact on TV. Also, both are great examples to the emerging (yet old as advertising)idea that PR-ability of your message should be a clear objective - an indication of cultural impact. Talkability potential of your strategy and creative should be integral to every campaign architecture. Richard – thanks for stopping by, its a great honour.

We increasingly realise that the old dichotomy of media and creative idea is loosing its grip. It will take some time before we will learn the relative value of TV and YouTube because the latter is kicking in and the former is not going anywhere.

While both the Bravia and the Dove cases are purely anecdotal, there are great learning from both. it seems that the evolution video works best on YT, with the viewer 20″ from the screen – I don’t think it would have had such an impact on TV.

Also, both are great examples to the emerging (yet old as advertising)idea that PR-ability of your message should be a clear objective – an indication of cultural impact. Talkability potential of your strategy and creative should be integral to every campaign architecture.

]]> By: mike http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-188 mike Wed, 01 Nov 2006 00:19:04 +0000 http://no-mans-blog.com/?p=92#comment-188 hey asi Funny you say that about change. Found a good article on Fast Company talking about change in technology and what drives it. Check out <a href="http://thingsdonotchangewechange.blogspot.com/" rel="nofollow">http://thingsdonotchangewechange.blogspot.com/</a> hey asi

Funny you say that about change. Found a good article on Fast Company talking about change in technology and what drives it. Check out

http://thingsdonotchangewechange.blogspot.com/

]]> By: richard http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-187 richard Wed, 01 Nov 2006 00:10:43 +0000 http://no-mans-blog.com/?p=92#comment-187 Oh but I wish we could understand the relative value of TV and You Tube. As a media agnostic I don't care too much where the work I create for clients appears (the method of distribution) but I do think that we need to be able to compare apples and oranges in order to allow new means of distribution to be a central part of the strategy rather than as a nice add on. Take Bravia paint - 2m production budget but a traditional media budget that cannot have been much more than this. The bulk of active viewings must have been online. This must have been a consideration otherwise you would never have been able to justify the production budget in the first place. The other reason we need to start quantifying this is i think performance related pay should be hooked into online viewings of ads (media that is 'free' to thte client). That ad A gets 11m viewings on the telly is down to the client's media budget but if Ad B get 1.7m viewings online it is down to the skill of the ads creators. Oh but I wish we could understand the relative value of TV and You Tube. As a media agnostic I don’t care too much where the work I create for clients appears (the method of distribution) but I do think that we need to be able to compare apples and oranges in order to allow new means of distribution to be a central part of the strategy rather than as a nice add on. Take Bravia paint – 2m production budget but a traditional media budget that cannot have been much more than this. The bulk of active viewings must have been online. This must have been a consideration otherwise you would never have been able to justify the production budget in the first place.

The other reason we need to start quantifying this is i think performance related pay should be hooked into online viewings of ads (media that is ‘free’ to thte client). That ad A gets 11m viewings on the telly is down to the client’s media budget but if Ad B get 1.7m viewings online it is down to the skill of the ads creators.

]]> By: Asi http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-186 Asi Tue, 31 Oct 2006 21:16:42 +0000 http://no-mans-blog.com/?p=92#comment-186 Mike, very interesting point. formularised package - loved that. we all live in our own formularised pakages until it doesn't work any more so we have to change the formula and this is what happenning right now to marketing communications. I think it was the CEO of JWT that recently said that "time is the new currency" and he is damn right but in order for a brand to get the time and attention of people (consumers), it will have to give VALUE in return. Mike,
very interesting point. formularised package – loved that. we all live in our own formularised pakages until it doesn’t work any more so we have to change the formula and this is what happenning right now to marketing communications.

I think it was the CEO of JWT that recently said that “time is the new currency” and he is damn right but in order for a brand to get the time and attention of people (consumers), it will have to give VALUE in return.

]]> By: mike http://no-mans-blog.com/2006/10/31/apples-and-oranges-of-roi/comment-page-1/#comment-185 mike Tue, 31 Oct 2006 20:51:47 +0000 http://no-mans-blog.com/?p=92#comment-185 Love the way you look at it Asi. I work in media and its something that we get asked all the time. But we know that they fear the answer. Its hard to continue to look for an answer to a question when as you put it. They arent getting paid to do that. The research industry has been built just like the rest of us on what I call the formularised package. You get a bit of millward brown brand health tracking. Some Nielsen sales and thats that. How does Nike look at runlondon or the website they created for joga.com that is a continous creation for the community involved. It doesnt quite fit into the current formularised research report that we have all sat through for hours and clients live and breath by. I have tried to start looking at time spent with a brand. Comparing the data reports from websites/ web communities / interactive ads or content (TV, Online etc) with more qual based elements like time at events / product usage etc. It will be an interesting start to have on a brief that states. 'I want to increase time spent with the brand by 15%' Love the way you look at it Asi. I work in media and its something that we get asked all the time.

But we know that they fear the answer. Its hard to continue to look for an answer to a question when as you put it. They arent getting paid to do that. The research industry has been built just like the rest of us on what I call the formularised package. You get a bit of millward brown brand health tracking. Some Nielsen sales and thats that. How does Nike look at runlondon or the website they created for joga.com that is a continous creation for the community involved.

It doesnt quite fit into the current formularised research report that we have all sat through for hours and clients live and breath by.

I have tried to start looking at time spent with a brand. Comparing the data reports from websites/ web communities / interactive ads or content (TV, Online etc) with more qual based elements like time at events / product usage etc.

It will be an interesting start to have on a brief that states. ‘I want to increase time spent with the brand by 15%’

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