For a mere $3 million, you can purchase a 30 second sliver of commercial space and strut your stuff to one of the most enthralled audiences throughout the year (next to American Idol). The Super Bowl marks the epitome for major corporations to share their advertising expertise to the masses. Bud Light, Pepsi, and GoDaddy are a few of the memorable must-haves that grace the TV platform. For those who are in the industry, the commercials are often the best part of the Super Bowl!
With the turn of economic events, and changes in marketing strategy, it comes to no surprise that even the once sought-after Super Bowl breaks are now struggling to fill their $3million per 30 second spots. Still promising to reach one of the largest captivated audience, there is no doubt that the Super Bowl is one of the most compelling outlets to showcase products or services. However, it brings one to question if the economy has everything to do with the lack of demand, or if businesses are changing their views of advertising??
With over 85% of users now going online before making purchases, it seems that a company would benefit more by spending their $3million for an ongoing web campaign vs. 30 seconds of brief creative influence. Advancements in technology allow companies to target users by purchase behavior, or interests (like MySpace’s new campaign, which allow business to hyper-target their audience through personal interests). Mobile campaigns are now floating to the top in the pile of measurable and effective marketing tools.
Which leads me to question…is it responsible to utilize $3-$6 million dollars for less than a minutes’ worth of advertising? Not really. Why not throw your commercial on YouTube and tackle your Twitter database which will give you instant feedback? There is so much to be said for viral campaigns, and although Super Bowl ads may be memorable, they are fleeting and not nearly as measurable. For a company that wants track-able results, I say keep it online, keep it creative, and keep it interactive. Capture user behaviors, tap into their interests, and watch the numbers roll in!
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