I personally have found new appreciation for those who try to send a message across in a 30 second TV spot. It’s hard!! This week, Plaxo and a few other startups launched their versions of Superbowl ads using YouTube as their media vehicle. It’s a fantastic idea considering this is their target market for what it is they all do. What do I mean?
First, anyone and everyone will watch the Superbowl. Some have computers - most will not. Those with computers won’t all have internet access - a significant number won’t. Let’s face it - you’re going to have diesel mechanics and police officers dunking down pork chops and washing it down with a Bud - many of your TV viewers will be people who don’t give a hoot about being “connected”.
Sure, I don’t have the data to prove it but I can easily imagine that over 50% (ok 80%) of the viewers won’t give a rat’s donkey about CareerBuilder.com or GoDaddy. Don’t get me wrong, I love seeing monkeys on screen as much as the next guy. But tell me this - does Edith, the truck stop waitress, really give a care about IBM’s on demand server solutions?
But back to my original point - trying to fit an idea in 30 seconds is insanely hard. I found this out really quick when a bunch of us at Plaxo were trying to… well… make a commercial. Fortunately, unlike TV, we didn’t have to worry too much about the time limit. I suppose the advantage of using the internet as your medium is its flexibility. Think about it - no FCC, no broadcasting company telling you what you can or can’t air, no review or rating panel to turn down your porn spokeswoman, or no nothing (yeah, I said “no nothing”). Here’s the “aired” commercial:
This ad was filmed using a Sony HD camera, $20 for beer, a couple of hours one late afternoon and a bit of editing - but the experience will always be priceless. It’s 1:21 and probably as tightly edited as we could get it without losing our message. You can view the other ads in YouTube. Is it TV quality? Well, that’s subjective - everyone has an opinion. (Holy crap - you should see some of the comments after viewing these videos - harsh!!! “Stop hatin’… and start participatin’…”).
Now, does this change the way companies reach out to consumers? Hmmm.. not really - there’s still a long way to go. It’s a big world out there. It’s still going to be a while before the diesel mechanics and police officers of the world would agree that “the dang fangled web thing-a-majig” is more than just a time waste. I should know… my pops was a cop and a diesel mechanic.