So you can’t afford the Super Bowl
Friday, January 25th, 2008 by Hugh KennedyMy most recent inquiry shows that 30-second spots at the 2008 Super Bowl will run you about $2.7 million, up 4 percent from $2.6 million last year.
Coincidentally, $2.7 million represents the entire marketing budget for some of our B2B clients. Granted, if you don’t sell cars, beer, automobiles, movies, lingerie or mixed nuts, it’s probably not the best place to blow that budget.
Of course, the possibility of doing a Super Bowl ad is invariably tossed around in B2B marketing meetings as the ultimate dream: nearly 100,000,000 sets of eyeballs on your ad, especially if it airs in the first half, and all that follow-on Web activity as people make a mental note to / actually visit your site.
But let’s say that price tag is a bit steep. What can all we non-participants learn from the best features of the best Super Bowl ads, versus blowing off a lot of steam the morning after on which ones were the most effective? Here are a few ideas:
This whole movement of “social media” has truly taken hold, but as I look around (at the airport, in public settings, and even at myself) I see an overdependence on the keyboard. The completely mobile nature of our electronic devices, coupled with technology and software that is more user-friendly than ever, is colluding to make us - ironically - more isolated from human contact than ever.
