January 4, 2010

John Lorinc with CNN Radio in Atlanta, Georgia interviews Thomas Harpointner, AIS Media, Inc. CEO, on the topic of the 2010 Super Bowl. Harpointner believes advertising during the Super Bowl is a great way to hit viewers in a single shot, but companies with an established brand don’t necessarily need to spend millions on advertising. Harpointner’s comments included:

“The single biggest thing that will change in the next 5 years is the definition of television and the Internet,” says Harpointner. “Advertisements will become interactive and the problem is that television isn’t interactive and the computer is. In this down economy, advertisers will invest their money where they see the most return on investment. Interactive marketing offers companies a more tangible way of measuring results.”

“Advertising during the Super Bowl this year is still a great medium to use,” said Harpointner. “I would recommend that companies should have very strong interactive elements incorporated in their commercial ads. Commercials that advertise your company’s website can be used as a great venue to entice customers who view the ad to visit your website, which in turn will push website traffic. If done correctly, using traditional advertising can drive traffic to an advertiser’s website, ensuring they are getting much more than 30 seconds for the millions of dollars they are putting into commercials for the Super Bowl.”