At some agency somewhere a meeting happened.

MEDIA:                                

We need to add a watermark to the skippable digital spot.

CREATIVE:

Why? I would think adding a logo to a spot
would depress viewership.

MEDIA:                                

It’s best practices.

CREATIVE:                         

The way I understand online data, a normal ad gets seven clicks per 10,000 views.
What will this get if we add a logo?

MEDIA:                                

It’s best practices.

                        

CREATIVE:                         

Why? Why is it a best practice?

Would you send me data that shows why?

MEDIA:                                

Everyone does it. It’s best practices.

CREATIVE: [Exasperated]    

Do you have any data? Can you show me data? You keep talking about best practices where’s the dataim?

MEDIA:                                

We’ve done it everywhere I’ve ever worked.

At every creative agency.

It’s a best practice.

CREATIVE:                         

OK. If it were me, I would see a logo,
get annoyed and skip the ad.

MEDIA:                                

It’s best practices.

CREATIVE:                         

So, if we add a logo, people will watch longer?

MEDIA:                                

That’s best practices.

CREATIVE:                         

What about people who turn off when they see a logo?

MEDIA:                                

By that time the logo will have registered.

That’s best practices.

CREATIVE:                         

But they’ll dislike the brand.

MEDIA:                                

That’s best practices.

EXEUNT

                            The Curtain Falls

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