The Ad Game is Changing

Super Bowl Sunday. For coaches and players, it’s the ultimate achievement. For marketers, it’s a showcase for the best—and sometimes the worst (how-low-can-you “Go Daddy”)—the advertising industry has to offer. This year, the veritable adverti-palooza known for its $100,000 a second commercial spots wasn’t the only show in town

Where am I going and how do I get there?

With the anytime, anywhere, anyway reach of advertising today-afforded by the myriad of channels available to marketers—there is no shortage of opportunities to get the word out.

Pepsi took its campaign to Facebook. Commercials that were “banned” by the television network found life on YouTube. Hulu posted all the Super Bowl commercials and polled viewers to see which ads were loved – or loathed – by all.

In fact, the number of advertising impressions the average consumer is exposed to every day has been estimated at around 5,000 and is growing exponentially. Like a carnival pitch man, companies must capture an audience distracted by dozens of other attractions.

How to capture an audience

  • Be useful, entertaining or informative
  • Deliver communications that are relevant
  • Take your message to the right audience – wherever it is

While Super Bowl parties may be a tradition, it’s clear that non-traditional approaches to advertising are gaining ground. Of course, if you happen to have 3 million dollars and a musically-inclined mammal, there will most certainly be a spot for you during Super Bowl XLV.