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February 1, 2008
A Super Slide To Irrelevance?
Ahhh, February 1. It's spring again…for the ad business at least. It seems with the impended airing of the world's last great eyeball aggregator -- a.k.a. The Super Bowl -- there is a flurry of focus on the world of Madison and Vine. YouTube, www.superbowl-ads.com, AOLSports ... even Spike TV ... everyone is already set to post those treasured spots for viewing by millions of people on their computers and portable devices. And for one day, marketers willing to spend millions can have a shot at influencing vast numbers of TV viewers with a single 30-second spot. How retro.
Thus, it is with some irony that 2008 brings the confluence of the Super Bowl overlaid upon the continuing writers' strike -- an ongoing nightmare that has people seriously considering what the long-term impact of the strike will be on TV viewership. What was once idle speculation is becoming the fodder for many blog postings. As early as November 2007, TechCrunch speculated that the strike was an opportunity for millions of online properties to blossom. Now, three months later, that posting seems prescient.
In fact, TV does not just go away. Instead, it will transform as the world of analog, unidirectional, broadcast television morphs into a digital, bidirectional, immersive medium. The nature of shows will change as viewers adapt to the capabilities of the new medium. But, as the strike wears on and the YouTubes continue to garner more clicks, with once loyal viewers begining to experience the options available to them, the nature of TV is getting a little nudge toward its future -- like it or not. And if you're a CMO used to leveraging television as a foundation for marketing your wares, I would suggest you are getting a little nudge too.
BTW...those crazy advertisers...all those YouTube, AOL, Spike, etc clicks are rapidly turning their media buy into something that looks a lot more logical, huh?
Happy Super Bowl viewing!
Posted by jcioban at February 1, 2008 8:04 AM
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