Friday, September 24, 2010

When You Run a 30-Second Spot In Front of 30 Million People You Have The Potential of 900,000,000 Seconds Being Spent With Your Brand

The key word in the above headline is “potential.”

You have the “potential” of 900 million seconds being spent with your brand.

Nine hundred million seconds translates to 10,416 days. So, the question becomes, how many days did you “actually” get?

Is this important to an advertiser?

Should it be?

Is the advertiser’s ROI the same if they got 5,000 days of time spent with the brand rather than 10,000 days?

What about sales? Would you think sales would be the same with 5,000 days of time spent with the brand rather than 10,000 days?

The answer to whether actual time spent with the brand is important or not to advertisers is no.

The answer to whether this should be important or not to advertisers is yes.

The digital platform is about potential, no doubt about it. But more than any other advertising platform, the digital platform is also about delivering "actuals."

Potential is nice. But "actuals" is how you build a brand.

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