KPRI Radio in San Diego, California interviews AIS Media CEO, Thomas Harpointner about the shift in traditional to interactive marketing budgets for the 2010 Super Bowl.
With $2-3 million per 30 second spot, advertisers are under heavy pressure to maximize the value from their advertising investment by leveraging the power of interactive marketing. Shifting traditional advertising dollars into an interactive marketing business model is a more efficient way to measure return on investment (ROI) for high priced ads in the 2010 Super Bowl. Harpointner’s comments include:
“Advertisers on the Super Bowl who don’t have large presence are missing the boat,” says Harpointner. “Today, one of the best places to market the Internet is off the Internet. Customers are still using traditional media to stay informed. The emergence of interactive marketing has gotten people interested of course, and we are seeing a shift in marketing dollars.”
“It is the end of traditional advertising as we know it – we are in the middle of a major convergence,” says Harpointner. “Fewer businesses are using direct mail and fewer are advertising the way they did in the past. We are on our way to an Internet and television convergence. In the next year, mobile marketing will be used more than ever before because people rely on their smart phones for email, music and news on-the-go. Interactive marketing and converging technology creates awareness and offers the consumer a more comprehensive approach.”
