But it worked in our conference room...

The biggest difference between traditional advertising and online advertising is their relationship to others. Traditional advertising has always recognized and understood that we advertise amid a crowded and noisy competitive set. Your ad must do or say something different in order to get noticed. Think small. Think different.

Online advertising has grown out of the direct industry, where the mailing list was perhaps the most important aspect in reaching customers. You knew exactly whom you were speaking to and what their interests were. So the need for intrusion was lesser than that demanded by traditional efforts.

Now, of course the above are generalities and over time, the rules have changed somewhat. Online media is often as cluttered as off.

However, perhaps all this is an aside. What I'm thinking about is showing work to clients. You know the drill. Wood panelled conference room. Rapt attention. You press a button and your ad or commercial appears on a wide screen. Eyes are focused. Attention is held. A controlled and artificial environment.

Here's my proposal.

Next time I show a spot to a client I am bringing two screaming children, a pizza delivery man and a telemarketer with me. Then I will sit with the client until they need to grab a beer or take a whiz. Then I will show my rough cut as the fourth in a pod of seven commercials.

That's real life.

And probably the only way to really judge work.