IFilm Showcases Super Ads29 Jan, 2007 By: Erik Gruenwedel
While it's a good bet that many of the 100 million people tuning into the Feb. 4 Super Bowl telecast actually care whether the Chicago Bears or the Indianapolis Colts emerge victorious, at least as many will only have eyes for the ads.
For those who eschew sitting through the four-hour telecast or want a repeat of that $2 million wedding proposal, iFilm.com, will stream all of the ads, including those that weren't accepted for broadcast, following the telecast.
More than 20 million ad streams were viewed in 72 hours following last year's game, according to Blair Harrison, CEO of iFilm, which is owned by MTV Networks.
Director Ridley Scott's “1984” commercial for Apple's Macintosh personal computer is widely considered to have ushered in the era of the high-concept Super Bowl marketing campaign, which this year commanded up to $2.6 million for a 30-second spot.
In fact, the buzz surrounding Super Bowl ads is so strong Harrison said the TV broadcast is almost immune to the digital video recorder (DVR).
A 2006 study of 133 advertisers by Forrester Research found that 63% of marketers assumed the DVR would reduce the effectiveness of the 30-second TV spot. And 6% said the DVR would destroy the efficacy of TV advertising.
“This year we have advertisers buying space in our online show about the Super Bowl ads,” said Harrison. “They are giving us ads that were too risqu? or too long for TV.”
He said the 30-second TV spot is three times longer than the typical online video ad.
In an effort to entice advertisers to iFilm's catalog of short form content and movies and dissuade viewers from clicking out of video ads, the service informs online viewers they are going to watch an ad but gives them the choice between three ads.
“The abandonment rate fell 30%,” Harrison said. “It was about giving the viewer a choice and control.”