One big direct response world

I had occasion to spend time with an old friend over the weekend and in another life he was a general agency 'brand' guy. He was talking about his current company and how he is delivering video promotional content for television and the internet. The content message changes depending on the medium and what he was excited about was the fact they could truly measure the response for each channel to determine which approach performed better.

It was both interesting and rewarding to know that even from the brand side the opportunity to better analyze and understand performance is now becoming the standard. There is no reason we can't all get along in the coming age of more complete measurabilty. Creative efforts will be just as important if not more so but listening and understanding what people respond to will make us all produce more relevant content as well as be better marketers.