Thursday, February 22, 2007
SuperBowl ads miss the point
Are SuperBowl ads just a big waste of money? The goal is to be top of the viewers' polls, leading to increasingly outrageous, even controversial, ads, which seem to hurt, rather than promote the brands.
Subscribe to:
Post Comments (Atom)
2 comments:
Marc Babej and I have posted two columns on this subject at Forbes.com. I hope you find them useful additions to the dialogue.
http://www.forbes.com/2007/02/08/unsolicited-advice-superbowl-oped_meb_0209advice.html
http://www.forbes.com/columnists/2006/04/04/unsolicited-advice-advertising-cx_meb_0405selling.html
Media agencies today talk about engagement, neutrality, and partnering w/the consumers rather than targeting them. Why then, would a brand gamble on the superbowl-it is anything but targeted with an extremely high premium attached. Yes, you get mass awareness, but the level of scrutiny and expectations are too high, and unless it is absolutely groundbreaking, you will most likely get negative reviews after spending about $2MM for a 30-second spot.
Post a Comment