Why Buy Media When You Can Become The Media?

Spike Jones points to this iMedia Connection article on Super Bowl expenditures–a cool $2.5 mil per 30 second time slot. The writer, Brad Berens poses the question, “How might this money be better spent?” It’s far from a rhetorical question, for Berens asks 28 qualified people to respond.
Gay Warren Gaddis, President and CEO of T3 (The Think Tank) says:

Instead, take what is more like $4 million ($2.5 in media plus another $1.5 for production) and put it into an online experience that generates a deeper engagement with a more select group of individuals — something people will spend minutes with, visit again, and forward into their social networks (adding the credibility of a personal endorsement). For that budget, you can build one amazing online experience with video, audio, games, transactional elements, talk value, and media support. You’ll make a deeper impression. You’ll leave change on the table, too.

I couldn’t agree more. Although, I might drill deeper and specifically say I’d spend the money to create a branded internet radio station, complete with blog and all variety of podcasts. Under “normal circumstances” that would not require $2.5 mil. But what I have in mind will take that kind of money, because the station will develop original programming. Hence, most of the money will go to the talent–writers, DJs, musicians, etc.–needed to make it great.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.