A Time Shifter, A Searcher And A Singer Of International Madrigals: Creative Accounting
To my knowledge, many of my media buying/planning/research brethren have had a similar experience with their creative agency siblings. A prophylactic connection, at best. Seductive nevertheless. Currently, three companies have succumbed to the temptation of a remunerative relationship with creative propagation: a time shifter (TiVo), a searcher (Google) and an international singer of madrigals (TRA Global). Each company claims to offer a unique value proposition to help the media community evaluate the potency of its creative while in the throes of public exposure. All proffer second-by-second effectiveness barometers that measure the interaction of a hand with a TV remote device. Each promises an evaluation for performance: length, longevity, partner preferences, contextual engagement, and most importantly, the orgasmic ally, return on investment.
My concern: Can metered intimacy be turned into a sustainable science. Doesn't each commercial offer a unique proposition. Isn't every commercial pod and commercial position within said pod an amalgam of its own characteristics that are not replicate-able. Doesn't ambience facilitate or, in some situations, assuage purchase. Are we, as a community, guilty of being seduced by mathematics.