Visible Measures Blog

For years, the notion of "any publicity is good publicity" inspired the creators and instigators of controversies. This concept thrived in a world dominated by broadcast, where one-way conversations were the norm. But today, with social video, audiences can respond to advertising through commenting, rating, reviewing, mixing, mashing, satirizing, and sharing. These response mechanisms allow brands to interact with their audiences like never before, creating valuable dialogues with their core customers. But what happens for brands when the response to an ad gets more views than the original ad itself?

NEW YORK (AdAge.com) -- Wieden & Kennedy held on to three of the top four spots last week, with its Tiger Woods ad firmly in second place. A closer look, however, reveals that of the 2.3 million Tiger views for the week, 1.3 million or 60% were for the derivative, or lampoon ads.