Tuesday, February 5, 2008

YouTube is the Most Valuable Player For Marketing

SOME religions believe in an afterlife. Others do not. On Madison Avenue after the Super Bowl, most everyone is a believer.

That is because the Internet, digital video recorders, mobile devices and other technologies are giving a strong postgame presence to the commercials that appear each year during the Super Bowl. The spots can be watched later on Web sites, forwarded to friends through e-mail, YouTube aggregator discussed on message boards and assessed on blogs. You can also find a lot of funny videos

The E*Trade commercial, created by the Grey Global division of the WPP Group, was followed on the TiVo list by one featuring Justin Timberlake, for a music promotion co-sponsored by Pepsi-Cola and Amazon; a spot for Doritos created by a consumer for a contest last year; one for Coca-Cola Classic that spoofed the red-blue political divide; and a spot with Carmen Electra for Ice Breakers Ice Cubes gum.

It is a far cry from just a few years ago, when the Super Bowl commercials disappeared after the game, along with the losing team. Now the strategy among sponsors is to maximize postgame exposure to help amortize the eye-popping cost of a Super Sunday spot — this time, an estimated $2.7 million for each 30 seconds of national air time.

Scores of Web sites are offering computer users a chance to watch video clips of the Super Bowl commercials, among them AOL, MSNBC, MySpace, Spike and YouTube.

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