- No, it’s not that it costs a lot of money ($90,000 per minute)
- No, it’s not that some of the Ads scare children (yes, they are watching)
- No, it’s not that their is little linkage to an integrated campaign (i.e. online)
Drumroll please…it’s that because Super Bowl ads are the only ads that are DVR/Tivo repellent in today’s world, my expectations are higher. This is the one chance a year an advertiser has a captive audience for their advertising. Yes, there are a handful that truly capture attention, create brand linkage, provide a call to action and will be remembered for some time to come, but for the most part I have forgotten 90% of them all already. For brands and their agency partners, the time has come to do better. Yes, we will continue to see some of these ads on the airwaves for the days, weeks, and months to come but how do I, as a consumer, engage with them? How do I make some funny comments and forward them to my friends? How do I create mashups? I saw 5 ads with calls to action that included a website address. Why are these advertisers so slow to recognize the value of 1 billion plus people online? Am I missing something or are they?
