January 27, 2010
Sanden Tetton with American Public Media in St. Paul, Minnesota interviews AIS Media CEO, Thomas Harpointner about the change from traditional advertising to Interactive marketing in the 2010 Super Bowl.
Harpointner believes the 2010 Super Bowl will impose permanent changes in the landscape of television advertising. During an economic downturn advertisers are forced to demonstrate return on investment (ROI), and there is no better way to do that than by incorporating Interactive marketing strategies which produce tangible, measurable results.
“The 2010 Super Bowl will be a game changer for advertisers,” says Harpointner. “This change has been coming steadily, but Pepsi pulling out comes as no surprise. More and more advertisers are beginning asking the question of when versus why. The Super Bowl is a fantastic opportunity to reach 100 million viewers in one shot but well-known brands like Pepsi don’t necessarily need to spend those marketing dollars on a product everyone already knows about.”
“Super Bowl 2010 will cause permanent changes in the landscape of television advertising – There was a shift in the types of ads companies were running before the recession. No matter if the ad focuses from the standpoint of entertainment value or product awareness, sales is the goal. Ultimately, you want the viewer to leave the television and send a text, or go to the actual website and provide their contact information in order for results to be measured. We are in the midst of a shift that will continue — its been coming — and the definition of traditional advertising is what will change the most.”
Interactive Marketing Key Points Harpointner Covered:
- Interactive = Real Time Results: Interactive marketing campaigns allow brands to engage their customers more intimately and measure results in real-time.
- Make the Sale: Even before the “Great Recession” Super Bowl commercials have been less about branding and more about sales. Use your traditional advertising campaigns with an Interactive strategy to create a meausurable return on investment (ROI).
- Emulate the Big Players: The average small to medium sized business (SMB) can emulate their $3 million counterparts by using the same Interactive strategies on a smaller scale.