That phrase may not mean much to the average consumer, but in the age of reality TV, rising costs of television shows, and the rise of original series on streaming sites, "DVR-proof" events are quickly becoming an advertiser's best friend.
Live TV is expensive and often unpredictable. But the ad dollars and ratings don't lie; people love live TV.
According to the numbers, sports (and in particular, Sunday Night Football) still reign supreme in terms of catching eyeballs. Your award shows, like the Grammys and the Oscars, get millions of viewers. One analyst said that even though people were bashing Ms. Underwood's rendition of Sound of Music, millions continued to watch and talk about it while it was on.
Live events enable advertisers to connect with consumers in almost real time, making the event very personal. Plus by adding "additional screens" like Twitter and Instagram feeds, companies can see what people are saying about the show and about the ads.
And for media companies? Large audiences mean big-time ad spending.
A win-win situation.
Of course, marketers will ultimately be judged on how the ads affected the brand's sales, as they should. But creating awareness and increasing recall are elements needed to be addressed before a sale can even be made. Live events are great places for product introductions and identification spots.
As we all know, the big test for live TV will be this year's Super Bowl. Though a winner will be leaving the field, we hope AdLand cashes in on some big plays of its own.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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