This time of year we spend a lot of time hearing about who bought advertising in the Super Bowl. We talk about the ads and whether or not they made us laugh. But, the question I pose to our clients every day when we talk about placing media doesn’t change just because it is the Super Bowl.

“Are you getting your money’s worth for

this media buy?”

A thirty or sixty second media buy in the Super Bowl can cost you up to $3 million dollars. In 2009, an estimated 93 million people watched the Super Bowl. Sure, millions more talked about and saw the ads. But, remember they were 30 second spots.

For $3 million dollars, Broad Street Interactive could put your ad on premium content sites across the country for a month and display your ad over 280 million times.

That’s the kind of math that makes sense to me.

So, enjoy the ads you see for thirty seconds on television and then next month come back and tell me who those advertisers were and what brand lift that is long lasting was the result.

A 280 million ad impression online digital campaign could run for several months providing long lasting residual brand lift and strong call to action opportunities that television simply cannot.

Not to mention that you cannot interact with a Super Bowl ad. You can’t click on it and be directed to a place where you could make an immediate purchase, send a letter to a congressman or learn about an issue or enroll in a class. Broadcast ads have their place, but the wild spending associated around one television event is a waste of marketing dollars and only the most vain CMOs are placing media around the event.

Reaching your customer has never been more exciting. Some would say fractured and difficult. We say it’s become more strategic and effective. Ask us how we can strategically reach your audience in ways that don’t cost you the entire annual marketing budget!