Give your prospects the smell of authenticity and the world of social media will work in your favor.
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Advertisers are stuffing more commercials into TV programs: the average hour show now has 40 minutes of programming, down from 46 minutes only a few years ago. And, viewers are using ever more clever ways to skip them – from TiVo to watching TV shows on the Web. What is an advertiser to do? How can we marketers continue to reach our prospects in this brave new world? Despite overwhelming hype before the game, this year’s crop of Super Bowl ads disappointed fans and marketing experts alike. With prices reaching $2.6 million for a 30-second spot, it seems advertisers, like the Bears, blew it.
Dennis Conner, the helmsman who has won the most America’s Cup challenges, has said that the only way to beat an opponent sailing ahead of you is to find your own wind. What is true in competitive yacht racing is true in marketing: you cannot get ahead by copying the other guy. Just ask Aflac. |
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With competition for consumers’ "eyeballs" intensifying, some advertisers are paying more than $2.6 million for a 30-second commercial in Super Bowl XLI. Accoridng to media reports, Even with these lofty prices, most of the commercial spots for the first half of the game are sold out.