Disqus - Latest Comments for dkissel

Re: Old Spice Ad Reclaims and Redefines Advertising's Long-Held Pulpit By Inciting a Conversation - Zocalo Group

dkissel — Thu, 04 Mar 2010 12:11:01 -0000

Bravo, Jonah. Well said. What the Old Spice ad does incredibly well is illustrate power of the unwritten, rarely spoken, contract between viewer and advertiser: Advertiser - "I'm interrupting you from what you're really interested in watching (the program), and in trade for the permission to interrupt, I'm going to entertain or inform you (or both) for :30 seconds." Viewer - "Because you're interrupting me from what I'm really interested in watching (the program), you'd better entertain or inform me (or both) or I ain't paying a lick of attention to you." It's rare that the Advertiser upholds his end of the bargain so well but, as Old Spice proves, when the Advertiser does, the Viewer will reward him famously.

Re: You Are What You Measure

dkissel — Tue, 28 Oct 2008 15:12:25 -0000

Ryan - I agree that impressions alone are both incomplete and insufficient manners of measuring the value of how brands are talked about online. However, I'm not so sure "authenticity" and "engagement" are the only additional quantitative values that need to be considered in the mix. We need also to consider the valence, positive or negative about a comment/dialog. If I can measure an impression about my brand including its authenticity, how engaging it is BUT it's a negative comment about my brand, I want to know that...and I want to be able to discount that comment against others that are authentic, engaging and positive...for a net value. It was a lot simpler when an impression was an impression was an impression. With the richness that online dialog provides, alas simplicity in measurement may be a bit harder to come by....