Don’t know who came up with that line, but I wish I did. I know, it’s a reworking of Edison’s line, “Genius is 1% inspiration and 99% perspiration.”
But what I like about the advertising edition of the line, is that it’s equally as true.
And, mathematically correct.
What I mean by that is that if we reduce the interruption part then the inspiration part needs to increase.
75% interruption means 25% inspiration.
50% interruption means 50% inspiration.
And, if advertising doesn’t interrupt at all, then inspiration needs to float the entire boat.
Advertisers should consider this when it comes to compensating their agencies. Rather than a forced view, run advertising that requires viewers to opt in. Then, measure view duration.
The length of stay is due to pure inspiration.
Once they know how long viewers watch the spot for, advertisers can then pay their agencies accordingly.
This is the premise behind View Duration Compensation. The longer people are engaged in the spot, the more the agency makes.
It allows advertisers to pay for inspiration rather than interruption.