Hi all - I can safely say that the RIAA had no part in taking royalties for this ad.
We had a blast creating it, the band and label loved it, and we helped propel them to the top of the Billboard charts.
I hear the comments about novelty and whether or not the idea of engaging advertising is new but that's not really the goal. Movies are not new, and yet that didn't stop Avatar from being a smashing success. The intent for Vampire Weekend and every ad built on our platform is to create an ad experience that's effective for the brand and does everything it can to engender positive reactions from people. The better a job we as a technology platform that do of that, the better the return for everyone.
Advertising is currently the most successful micropayments model online, where the currency we as consumers pay with is our time and attention. For an ad model to truly be successful there needs to be a quid pro quo value exchange where everyone feels they're getting something of equivalent or at least fair value. We're working hard to put the pieces in place so that mobile ads don't suck (or piss people off) and publishers/developers have a sustainable model for delivering free apps.
Folks are talking about this ad and it's an extremely cool experience that aligns with both the brand and values of Vampire Weekend. And the engagement rates blow away anything being done in the online space. To us, the publishers and advertisers who use our platform, those kinds of things are far more important than novelty.
Thanks Matt for writing about this, and thanks to everyone for the ongoing conversation.
Eric Litman
CEO, Medialets
Techdirt has not posted any stories submitted by ericlitman.
Thanks, Matt
Hi all - I can safely say that the RIAA had no part in taking royalties for this ad.
We had a blast creating it, the band and label loved it, and we helped propel them to the top of the Billboard charts.
I hear the comments about novelty and whether or not the idea of engaging advertising is new but that's not really the goal. Movies are not new, and yet that didn't stop Avatar from being a smashing success. The intent for Vampire Weekend and every ad built on our platform is to create an ad experience that's effective for the brand and does everything it can to engender positive reactions from people. The better a job we as a technology platform that do of that, the better the return for everyone.
Advertising is currently the most successful micropayments model online, where the currency we as consumers pay with is our time and attention. For an ad model to truly be successful there needs to be a quid pro quo value exchange where everyone feels they're getting something of equivalent or at least fair value. We're working hard to put the pieces in place so that mobile ads don't suck (or piss people off) and publishers/developers have a sustainable model for delivering free apps.
Folks are talking about this ad and it's an extremely cool experience that aligns with both the brand and values of Vampire Weekend. And the engagement rates blow away anything being done in the online space. To us, the publishers and advertisers who use our platform, those kinds of things are far more important than novelty.
Thanks Matt for writing about this, and thanks to everyone for the ongoing conversation.
Eric Litman
CEO, Medialets