Super Bowl Shuffle: Why Marketers Will Shift to 'Platforms'
But for those looking to gauge the health of the ad industry, Super Bowl advertising is a bit of red herring. CBS is charging about $2.5 million for 30 seconds of commercial time -- and rightly so. Rarely do you get so many Americans watching one event and actually enjoying the advertising. It's a tremendous opportunity for most brand marketers and we'd be foolish to look at this year's Super Bowl as proof of either the rejuvenation of the 30-second spot or the rejection of it.
That doesn't mean some won't try. After all, last year Hulu saw a 50% increase in site traffic after running ads during the Super Bowl and Denny's traffic to its website soared nearly 1,700% as consumers sought information about its free breakfast promotion.
There certainly will be advertising winners (and losers) on Super Bowl Sunday but let's hope that the Monday morning quarterback chatter doesn't obscure the larger shift at hand for marketers this year. 2010 will be the year of the "platform" for advertisers.
Unlike a website, banner, Facebook application or 30-second spot, a platform is an always-on digital environment that allows brands to run specific or multiple programs. The goal is to meaningfully engage consumers on multiple levels. For some brands, that means creating an immersive experience with integrated commerce. For others, it means enabling consumers to connect with each other in valuable, unexpected ways.
But for marketers, the real winners this year will be the brands who have built these platforms to engage consumers well after this year's Super Bowl becomes a distant memory -- there are another 364 days to worry about after all. Here's a look at some of the more interesting platforms in play today:
These are just a few examples of the kinds of platform moves brand marketers will make in 2010. There will certainly be more -- especially with the rise in mobile and emerging technologies such as "touch" and augmented reality. The big question, however, will be whether brand marketers look to extend or "distribute" across existing social and experiential platforms such as Facebook, Twitter, YouTube and their ilk, or will they create their own platforms? The smart money should be on both. It's one thing to "fish where the fish are" but quite another to create experiences that will sustain consumers once the hubbub of Super Bowl Sunday has faded way. Creating an always-on platform for consumers is a winning play for the Monday morning after.
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