Comments on: Rocket http://www.buzzmachine.com/2006/02/07/rocket/ by Jeff Jarvis Mon, 01 Dec 2008 20:51:56 +0000 http://wordpress.org/?v=2.5.1 By: Noel Guinane http://www.buzzmachine.com/2006/02/07/rocket/#comment-28825 Noel Guinane Tue, 07 Feb 2006 22:35:44 +0000 http://www.buzzmachine.com/index.php/2006/02/07/rocket/#comment-28825 They must be thrilled - 89 bids so far and $15k in the bag - and I wish them well, though this part of their offer would turn me off as an advertiser: <i>The actual advertisements (the content) will be created and owned solely by Rocketboom and exist as a part of our regular Rocketboom show under a creative commons, non-commercial, share-alike, license.</i> I think it's a great idea to offer to design the ads themselves because it allows them to ensure the ads fit the show and is of course also a source of additional revenue, but considering they have no experience creating ads for other businesses, it might be going a little too far to claim ownership of the ads. It suggests a lack of commercial instinct. Still, best of luck! They must be thrilled - 89 bids so far and $15k in the bag - and I wish them well, though this part of their offer would turn me off as an advertiser:

The actual advertisements (the content) will be created and owned solely by Rocketboom and exist as a part of our regular Rocketboom show under a creative commons, non-commercial, share-alike, license.

I think it’s a great idea to offer to design the ads themselves because it allows them to ensure the ads fit the show and is of course also a source of additional revenue, but considering they have no experience creating ads for other businesses, it might be going a little too far to claim ownership of the ads. It suggests a lack of commercial instinct. Still, best of luck!

]]> By: Paw http://www.buzzmachine.com/2006/02/07/rocket/#comment-28806 Paw Tue, 07 Feb 2006 16:29:21 +0000 http://www.buzzmachine.com/index.php/2006/02/07/rocket/#comment-28806 Copeland, like most Internet con men, is pulling his value figures straight out of where the sun don't shine. The fact they pulled out of the auction at 12K says a lot more about what he thinks the true value of that space is than his gratuitous statement. The reason "anal-retentive" media buyers get hung up on verification and viewership is because there's no true industry standard for measuring that value. These people retain their business through results, not novelty value and cult status. And by the way, there's no quicker way to lose a buying assignment than to have a Rocketboom create an ad that the customer doesn't like. The auction process in this case attempts to work around typical due diligence by creating buzz around something that may have no real advertising value at all. Copeland, like most Internet con men, is pulling his value figures straight out of where the sun don’t shine. The fact they pulled out of the auction at 12K says a lot more about what he thinks the true value of that space is than his gratuitous statement.

The reason “anal-retentive” media buyers get hung up on verification and viewership is because there’s no true industry standard for measuring that value. These people retain their business through results, not novelty value and cult status. And by the way, there’s no quicker way to lose a buying assignment than to have a Rocketboom create an ad that the customer doesn’t like.

The auction process in this case attempts to work around typical due diligence by creating buzz around something that may have no real advertising value at all.

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