Comments on: Kicks to Clicks – Measuring Half-Life http://www.xd4.me/kicks-to-clicks-measuring-half-life.html a blog dedicated to building awareness and understanding of the experience design (xd) discipline Tue, 04 Jan 2011 17:31:33 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Paul D'Alessandro http://www.xd4.me/kicks-to-clicks-measuring-half-life.html/comment-page-1#comment-115 Paul D'Alessandro Fri, 12 Feb 2010 19:17:48 +0000 http://www.xd4.me/?p=295#comment-115 Weave... Great question and insight! I think you also just single-handedly destroyed the market for Snuggies! To your question, interestingly, on occasion I have seen more profound results running the same experiment under more "normal" circumstances. Normal being defined as the "surfing generation" sitting in front of their TV with their laptop. Inevitably this creates a more fluid connection between the two. The irony here is that the way I just defined it, "abnormal" is sitting in front of a TV without your laptop in a social setting drinking beer with your friends... scary thought! As for the half-life of services versus products, kgb.com seems to have risen out of obscurity to a level of relatively decent water-cooler discussion awareness in the past week. I would also put forward that Go-Daddy builds their whole year around the Super Bowl. In that case you could argue that particular service provider has achieved a half-life measured in months. They keep coming back for more every year so something must be working.... Paul (aka Hoagie) Weave… Great question and insight! I think you also just single-handedly destroyed the market for Snuggies! To your question, interestingly, on occasion I have seen more profound results running the same experiment under more “normal” circumstances. Normal being defined as the “surfing generation” sitting in front of their TV with their laptop. Inevitably this creates a more fluid connection between the two. The irony here is that the way I just defined it, “abnormal” is sitting in front of a TV without your laptop in a social setting drinking beer with your friends… scary thought!

As for the half-life of services versus products, kgb.com seems to have risen out of obscurity to a level of relatively decent water-cooler discussion awareness in the past week. I would also put forward that Go-Daddy builds their whole year around the Super Bowl. In that case you could argue that particular service provider has achieved a half-life measured in months. They keep coming back for more every year so something must be working…. Paul (aka Hoagie)

]]> By: Weave http://www.xd4.me/kicks-to-clicks-measuring-half-life.html/comment-page-1#comment-114 Weave Fri, 12 Feb 2010 18:23:22 +0000 http://www.xd4.me/?p=295#comment-114 Sir: Excellent analysis of advertising's changing landscape. I'm interested to hear if your experiment would generate similar results under more normal circumstances. Super Bowl ads have steadily moved away from the product; now, the ad IS the product, which might not necessarily interpolate into increased sales. Viewers end up blogging/tweeting about the ad, not the product, and while entertaining, a house made of Bud Light does not provide enough incentive for me to purchase Bud Light in any quantity. Your article generates a plethora of ideas for future discussion. Products versus services, for example. How does a company extend the half-life of a service, which for all intents & purposes is intangible? How great of an impact does perceived value have on a message's life span? Is it more important that having "Sham Wow" guy exploding in your living room? I mean, the Snuggie has become a runaway success, and it's little more than a bathrobe put on backwards! 90% of households already had a Snuggie and didn't even know it. Keep it coming, sir. And please keep us posted on how technology will close the gap between traditional media outlets and Web 2.0 applications. Weave Sir:

Excellent analysis of advertising’s changing landscape. I’m interested to hear if your experiment would generate similar results under more normal circumstances. Super Bowl ads have steadily moved away from the product; now, the ad IS the product, which might not necessarily interpolate into increased sales. Viewers end up blogging/tweeting about the ad, not the product, and while entertaining, a house made of Bud Light does not provide enough incentive for me to purchase Bud Light in any quantity.

Your article generates a plethora of ideas for future discussion. Products versus services, for example. How does a company extend the half-life of a service, which for all intents & purposes is intangible? How great of an impact does perceived value have on a message’s life span? Is it more important that having “Sham Wow” guy exploding in your living room? I mean, the Snuggie has become a runaway success, and it’s little more than a bathrobe put on backwards! 90% of households already had a Snuggie and didn’t even know it.

Keep it coming, sir. And please keep us posted on how technology will close the gap between traditional media outlets and Web 2.0 applications.

Weave

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