
In the field of television advertising, very few developments are made, and almost none have the potential to challenge our traditional concepts of the field. Since the origin of advertising, only the wealthly and well connected could get any significant message across, using a combination of scientifically backed advertising routines and placements, as well as an enourmous amount of resources. These advertisers had the power to control the thoughts going through the heads of their captive audience, forcing them to buy their product, attend their event or vote for their candidate.
Seeing an obvious void for a contradictory opinion, the founders of SaysMe.TV have a noble cause: to make mainstream television advertising available to those who aren’t normally fiscally qualified to broadcast their opinion, however valid it might be. The site has accomplished their goal quite well, as twenty-five second ads start at around four dollars for mid-day airtime, in suburban areas. The interface allows you to either choose a premade video to broadcast, or to upload your own, and even allow other people to use it. The concept seems bulletproof on most levels, but there is a supreme flaw.
Only a select group of advertisers, mainly those who already dominate the air waves, would deem television advertising effective. The main market is growing old and even backward, while the younger generation is moving towards the internet, and new media. Paying for anti-McCain ads at 2:00 pm in suburban Wisconsin won’t make much of a difference, even if there actually are viewers. Plus, with the rise of DVRs, the majority of commercials aren’t even been seen and scrutinized by viewers. There are better ways to spend money.
Despite that detrimental fact, it would be easy for the company to negotiate similar, if not more affordable deals, with new media companies, like Revision3, and CNet. Those are the eye balls that are going to make a difference in the future.
A more solid venture might be a similar agency (although lacking the old-school flash website) that placed ads on medium to high traffic pod/vodcasts, targeting even smaller niches, and an even more aware, intelligent and active audience. Such an organization would have no trouble operating with two or three employees, allowing for an enourmous profit-margin.
Although SaysMe.TV is a brilliant venture, they came slightly late. Television viewership is visibly waning, while new media is being eaten up faster than anyone predicted. To truly democratize advertising, one should focus on a democratized medium, that has the possibility to carry any message, for anyone. Once that freedom exists, advertising will be better targeted, and therefore more effective.
August 20th, 2008 by admin | No Comments »