Page 1: Introduction
Page 2: Brands to Watch... or Not
Page 3: User-Generated Content
Page 4: Mobile
Page 5: Online Video
Page 6: TV Drives to the Web
Page 7: The Buzz on Buzz
Without question, the big difference this year is YouTube.com, which was just an unknown 2.0 startup this time last year. While most of last year's spots were eventually available online from a number of controlled sources, there's no doubt that YouTube will form the major resource for embedding, viewing and discussion of them all. For the first time, there's a centralized open platform where real conversation can be had around the best and the worst that's not run by the media or marketing press. It's the complete democratization of criticism, and hopefully brands will pay attention to what their consumers have to say.
Steve Coulson
Chief Creative Officer
Crayon
Q. How is the biggest TV advertising event of the year moving off the TV screen and online?
A. The Super Bowl is still a unique event with an enormous audience for television advertisers to take advantage of. However, advertisers realize the importance and the ability to target a specific audience through online advertising. "Fresh reach."
Q. Should we watch for particular ads or brands?
A. Brands in every arena are considering online video with a real interest, they see an opportunity to reach a new audience. The car industry (including GM) is looking for premium online sites to promote their brand.
Q. What about mobile?
A. The mobile industry is going to take advantage of the overall size of the Super Bowl audience demographic and target their products to the tech savvy male between the ages of 18 and 40.
Q. Since in a "Year Of" contest 2006 was arguably a death match between online community and video, what should we expect there?
A. Due to the nature of the game and how readily available fans want to view highlights, online video should lead the way during the game. The major sports site could work with some of the "community sites" to expand their online audience.
Matt Wasserlauf
CEO
Broadband Enterprises
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