Media are often discussed, written about, and shared as if we're in a big room together akin to a Super Bowl party all consuming the same message and nothing could be further from the truth. In fact, that party where you spent more time eating the nachos and ribs than watching the game is probably one of the few times each year you consume any media with others in the room.
Media consumption is a personal experience. We listen to music alone in the car or do email alone in our office or post to Facebook and Instagram alone on our mobile devices. Yet there has always been a fascination with the mysterious group called 'them'. I lived that life when I programmed radio stations and we would try and attract a particular demographic as if it's a bunch of clones all doing the same things.
Alone Together
You're probably reading this post by yourself. You may share it, disagree with it, forget it minutes after you're finished, or tell someone about it. But at the genesis of consumption, you're doing it alone. You are the audience of one. The shared experience happens seconds, minutes, hours, days later.
We may use market research and analysis to determine tastes and preferences of a certain age group, but that means nothing to you or me. What matters to you is what's important to you. But if someone you trust shared something, the credibility of the content increases once they share their audience of one experience.
One's and Two's
The stats say North Americans check their mobile device an average of 110 times every day. We aren't sharing our screen with others; we are checking email, social streams, news feeds, and websites alone on our phone.
Now imagine if we took the audience of one concept into the workplace and busted down the walls of departments and silos and watched what happens. What if we allow everyone to have a voice and an opinion? We might unearth an idea from one of our team members that could change the course of the company.
But that's just the view from this audience of one.
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Showing posts with label Super Bowl. Show all posts
Showing posts with label Super Bowl. Show all posts
February 17, 2016
February 6, 2012
Brand Bowl: The Morning After
The morning after the night before and millions are chiming in about their favorite commercials on last night’s Super Bowl. NBC charged $3.5 to $4 Million for 30 seconds of real estate on the U.S. broadcast while the estimate of online value is still being calculated.The pontificating continues but the real question will be in a few months when those paying close attention to those pesky bottom lines have their breakdown.
If you haven’t seen them all, Ad Age has compiled them for our online enjoyment. If the boss catches you watching at the office, tell her you’re doing market research. ;-)
The game was good too!
Kneale Mann
image credit: andrew mills | us presswire
February 6, 2011
Marketing Bowl XLV
There’s a Football Game Too
.
Each season, around the time the start of the playoffs, the chatter begins about the cost of a 30 second spot on the Super Bowl. broadcast. This year it’s $3M USD or 100 grand a second.
For years, the NFL and large companies have danced an interesting dance of airtime versus exposure. You may remember all the dot coms who blew VC cash on a 30 at halftime on the hopes the website that had no actual product or offer would turn a profit from the exposure.
Money? What Money?
Apparently, the U.S. is still limping through the worst economic downturn in eight decades yet the Super Bowl is sold out today. They somehow found enough companies to drop the coin to fill the space. But we know what airs tonight is a small fraction of the mileage each campaign will get.
Volkswagen, Dell, GoDaddy, Doritos, Best Buy, Snickers and all the rest have teased, leaked, posted, repurposed, tweeted and broadcast their campaign in every other channel, for weeks. Millions of YouTube views, Facebook likes and Twitter RTs have proven how they are leveraging their $3M to those who don’t even like football and won’t be watching tonight.
Find Them Where They Reside
The point here is as business owners of any size, you need to find ways to meet your customer – at least – halfway. And your website is rarely their first destination. The Super Bowl for most is the launch of a new campaign, yet leveraging the social channels have given them weeks, maybe even months of additional momentum.
And if you are still not convinced of the power of the social web, do a search on "Super Bowl" and you will find out that the official Super Bowl Twitter website (not profile) is higher ranked than the official Super Bowl site.
How can all this help your business?
And congratulations to Super Bowl XLV Champions - The Green Bay Packers.
knealemann
.
Each season, around the time the start of the playoffs, the chatter begins about the cost of a 30 second spot on the Super Bowl. broadcast. This year it’s $3M USD or 100 grand a second.
For years, the NFL and large companies have danced an interesting dance of airtime versus exposure. You may remember all the dot coms who blew VC cash on a 30 at halftime on the hopes the website that had no actual product or offer would turn a profit from the exposure.
Money? What Money?
Apparently, the U.S. is still limping through the worst economic downturn in eight decades yet the Super Bowl is sold out today. They somehow found enough companies to drop the coin to fill the space. But we know what airs tonight is a small fraction of the mileage each campaign will get.
Volkswagen, Dell, GoDaddy, Doritos, Best Buy, Snickers and all the rest have teased, leaked, posted, repurposed, tweeted and broadcast their campaign in every other channel, for weeks. Millions of YouTube views, Facebook likes and Twitter RTs have proven how they are leveraging their $3M to those who don’t even like football and won’t be watching tonight.
Find Them Where They Reside
The point here is as business owners of any size, you need to find ways to meet your customer – at least – halfway. And your website is rarely their first destination. The Super Bowl for most is the launch of a new campaign, yet leveraging the social channels have given them weeks, maybe even months of additional momentum.
And if you are still not convinced of the power of the social web, do a search on "Super Bowl" and you will find out that the official Super Bowl Twitter website (not profile) is higher ranked than the official Super Bowl site.
How can all this help your business?
And congratulations to Super Bowl XLV Champions - The Green Bay Packers.
knealemann
February 1, 2009
Size Doesn’t Matter
The chatter over Super Bowl commercials today is deafening. It has become a marketing campaign on to itself. There were good spots, bad spots, okay spots and horrible spots. It was like every other day on television.
Feel free to watch again if you want - click here.
Cost is Irrelevant
The size of your budget has nothing to do with the strength of your message. In fact, one could argue that some rely on big budgets to rest bad ideas in hopes they will become good.
ROI
Even if you had no experience in advertising, production, writing, creative, or marketing, you can still waste $2+ Million on a Super Bowl ad placement. That’s the easy part.
Eye on the Prize
The difficult part is to create recall, action and move consumers to actually purchase what you’re shilling once the confetti has landed.
Whether you have a dollar or several million, if the idea sucks – the idea sucks. Conversely, well crafted sharp campaigns that deliver results don't necessarily break the bank.
It's Not How You Play The Game
Super Bowl XLIII was a pretty good game. It appeared that Arizona woke up just at the right time and had a chance to steal it until Ben’s big rush to seal the victory with seconds to go.
The Pittsburgh Steelers are Champions. Time will quickly tell how many advertisers can make the same claim.
km
Feel free to watch again if you want - click here.
Cost is Irrelevant
The size of your budget has nothing to do with the strength of your message. In fact, one could argue that some rely on big budgets to rest bad ideas in hopes they will become good.
ROI
Even if you had no experience in advertising, production, writing, creative, or marketing, you can still waste $2+ Million on a Super Bowl ad placement. That’s the easy part.
Eye on the Prize
The difficult part is to create recall, action and move consumers to actually purchase what you’re shilling once the confetti has landed.
Whether you have a dollar or several million, if the idea sucks – the idea sucks. Conversely, well crafted sharp campaigns that deliver results don't necessarily break the bank.
It's Not How You Play The Game
Super Bowl XLIII was a pretty good game. It appeared that Arizona woke up just at the right time and had a chance to steal it until Ben’s big rush to seal the victory with seconds to go.
The Pittsburgh Steelers are Champions. Time will quickly tell how many advertisers can make the same claim.
km
November 7, 2008
The Plot Is In The Story
In a world of content, product placement, infomercials, advertorials, and other integrated models,
perhaps it's time to get back to simply telling stories.
Every year, one of the big stories surrounding the Super Bowl is how much it costs to buy a 30 commercial during the game. Last year, the price was $2.7 Million. Think about that. Think about your company. Can you or your company afford over two and a half million dollars for a 30-second event? That doesn’t include production costs so lob a few extra bucks on the tab.
Glorida Goodale writes in a recent blog post that we need to “forget product placement – that's so 20th century. Even product integration is passé. Advertisers these days want to do far more than just place BMWs, Manolo Blahnik shoes, and other luxury items within reach of favorite TV and movie characters. They want to create entire worlds of consumption.”
You may remember receiving a copy of the “banned” 90 second X-Box commercial a few years ago. I received it seven times in a two day period. It was shocking how broadcasters had refused to air this and the community seemed outraged. They were so outraged that the “banned” commercial was shared amongst millions of people. These people watched the “banned” commercial on their computers and portable devices instead of their television screens.
How dare those broadcasters ban such a thing and we all rallied around the floundering Seattle software firm to “fight the man”. It was not a staged or calculated event, nah.
YouTube is consistently in the top five most visited websites on the face of the earth. This space is jammed with material that doesn’t see the traditional light of day. Shocking.
BMW has been the sole underwriter of one of the most wonderful visits in cyberspace – TED.com – and they do it through wickedly cool visuals (not “commercials”) that compliment the content, not interrupt it.
Goodale talks about product plots – another concept that has been going on for years but only now starting to gain traction amongst content providers, producers and companies like BMW, TED, and Microsoft.
What’s important is you must have a story before you dive in the deep end of storytelling. This is not about plunking your product into some backdrop and calling it a plot. Go back to making commercials or another traditional concept route until you can utilize this wonderful integrated option.
Goodale cites this as; “the heady days of brand integration and immersive commercial environments.”
When you are embracing what seems like a new idea, you can’t expect everyone to nod their heads and join in. But that is not enough of a reason to stop.
Mass traditional media has its place and there is audience for it. But we are building swiftly, evolving rapidly, consuming wildly, and multi-platforming constantly. And this is not a specific demographic issue.
Anyone toiling in content generation, marketing, production, advertising or promotion who thinks the “we’ll be right back after this” model will not continue to erode should be prepared to one day utter the phrase;
“What happened!?!”
km
perhaps it's time to get back to simply telling stories.
Every year, one of the big stories surrounding the Super Bowl is how much it costs to buy a 30 commercial during the game. Last year, the price was $2.7 Million. Think about that. Think about your company. Can you or your company afford over two and a half million dollars for a 30-second event? That doesn’t include production costs so lob a few extra bucks on the tab.
Glorida Goodale writes in a recent blog post that we need to “forget product placement – that's so 20th century. Even product integration is passé. Advertisers these days want to do far more than just place BMWs, Manolo Blahnik shoes, and other luxury items within reach of favorite TV and movie characters. They want to create entire worlds of consumption.”
You may remember receiving a copy of the “banned” 90 second X-Box commercial a few years ago. I received it seven times in a two day period. It was shocking how broadcasters had refused to air this and the community seemed outraged. They were so outraged that the “banned” commercial was shared amongst millions of people. These people watched the “banned” commercial on their computers and portable devices instead of their television screens.
How dare those broadcasters ban such a thing and we all rallied around the floundering Seattle software firm to “fight the man”. It was not a staged or calculated event, nah.
YouTube is consistently in the top five most visited websites on the face of the earth. This space is jammed with material that doesn’t see the traditional light of day. Shocking.
BMW has been the sole underwriter of one of the most wonderful visits in cyberspace – TED.com – and they do it through wickedly cool visuals (not “commercials”) that compliment the content, not interrupt it.
Goodale talks about product plots – another concept that has been going on for years but only now starting to gain traction amongst content providers, producers and companies like BMW, TED, and Microsoft.
What’s important is you must have a story before you dive in the deep end of storytelling. This is not about plunking your product into some backdrop and calling it a plot. Go back to making commercials or another traditional concept route until you can utilize this wonderful integrated option.
Goodale cites this as; “the heady days of brand integration and immersive commercial environments.”
When you are embracing what seems like a new idea, you can’t expect everyone to nod their heads and join in. But that is not enough of a reason to stop.
Mass traditional media has its place and there is audience for it. But we are building swiftly, evolving rapidly, consuming wildly, and multi-platforming constantly. And this is not a specific demographic issue.
Anyone toiling in content generation, marketing, production, advertising or promotion who thinks the “we’ll be right back after this” model will not continue to erode should be prepared to one day utter the phrase;
“What happened!?!”
km
