Jaffer Ali, the semi-retired CEO of EVTV1, and a jovial industry colleague is usually good for some creative commentary and periodic fire-starting.
Today’s piece “Driving In The Rear-View Mirror” published in Mediapost, required a response as I completely disagreed with it.
This notion is nothing new. In fact, I know it has been on the radar since the Web 1.0 days; check out the original 1997 Lilypad white paper discussing time-shifted response-behavior and measurement:
(See Figure #C.)
Story in AdAge by Abbey Klassen. Amazing that in 2009 this is still being written about….the comments even more telling. Here’s mine:
Wow. It’s great that this issue is being raised. However, this is nothing new. Same story since the Web 1.0 days as this could have been written over 10 years ago…actually, I did in the Lilypad white paper!
The twist today is that too many so-called online “marketers” either protesth too much (like the effect of branding but want to pay like performance) AND/OR opt for the easy way out and fallback on search – a FUD mentality. The former is solved by better media-side negotiating and the latter by training and education.
It is called branding and it’s about way more than measuring clicks.