My Super Bowl Ad Dream

Buy Me By The Pound

So here's a fun moment from the feeds last week, says the consultant who was clearly responsible for the monster snow storm by having fun at the expense of people who freak out over snow storms...

 Advertisers who release their Super Bowl ad on social media before the big game get much more from their campaign than those that wait.

Which means, well, one great and very meta point: You don't really *need* to have your ad on the telecast to get a significant amount of the pop.

You just need people to *think* it will be there, and they will put it in the same list of ads.

You can also go for the super meta version of this, which is when you say your ad has been rejected due to a network's standards and practices as being Too Hot For TV. We call this the Go Daddy route, though even that business has gotten away from that, seeing how, well, no one ever remembered what Go Daddy did from their ads.

Anyway, now that we've cracked the code of the Emperor's New Ad Roll, a small but potent point that will eventually reach mainstream attention...

Why are some ads considered to be content, and only for a limited time, just because they have a large media buy?

A 30-second spot in this year's game is said to sell for $5 million, while the telecast itself will reach around 115 million viewers. So if the advertisers wanted to just reach people directly -- say, through the same YouTube channel that many people will use to view the ads before or after the game -- they could do say, and cut out the middleman with direct micro-payments. And since we all know, as advertising and marketing pros, that some of those households are far more valuable than others, particularly for the automotive buyers...

Well, let's put it this way. I'm considering a new car purchase in the next 90 to 120 days. I'm looking at a crossover SUV, as we're a family of four with a dog and significant storage needs, with the occasional vacation travel trip. I have a good credit rating, and I don't have a locked in brand type. I am willing to watch ads... but only for the right price. 

So hit me, Nation's Automotive Advertisers. Save on your TV spend and show me your 30-second spot for just, say, $5 per 30 seconds.

Heck, I'll even agree to watch 10 of them a day, or submit my information so you can check my credit ratings and my past new car purchases, so you can see my sterling reputation as the sweet spot in your demographic.

And all you have to do is get away from an antiquated and absurd media buying approach, and into a thoroughly modern absurd media buying approach. Can't wait to hear from you! And a dozen others just like you, so that we can be truly informed about our next new car. (Mostly, informed about how we can miss a few of the payments.) 

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