W+K creates a new ad for Honda. It's not half bad. So what?
804,000 people watched our Civic 'Choir' ad ad online last week. Not bad. The viewing figures have been so high that they have needed to host the ad on a different server from the rest of their site in order to cope with demand.
804,000 people in a week. That's what. It's a real number and it's time to start extrapolating what 804,000 actual views (overtly permission based) means compared to all the potential views which are typically purchased in a typical media plan. In addition to actual audience numbers, you might also want to factor in actual cost to the client (hint: you'll be comparing paid media to server bandwidth...doesn't sound like much of a comparison, now does it?)
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