It’s been a while since I’ve beaten one of my favorite dead horses, network television advertising. But this ClickZ story (thanks Pam) had the grist for my mill: I’ve been wondering what the stats look like for the Seinfeld/Superman film, I figured if they were low, we’d hear very little about it (no reason to trumpet it), but if they’re high…
According to the story, which quotes Comscore data, the site is drawing upwards of 30,000 visits a day, which is about what a major blog pulls in. The traffic trend is building, the story notes, and Amex claims it’s had more than a million viewers so far.
These are not huge numbers, by any measure. In fact, I expected them to be far higher. Amex is hyping the site in any number of ways using more traditional marketing. What I wonder is what the numbers are that makes this a success. If traffic keeps building, and as they release the next installment it will, the site will certainly cross 2, 3, and probably 5 million viewers. WIll it be a success then? From a traditional ad buy perspective, most likely the answer is yes. You have 5 million viewers who all *opted into* watching your message. You’d need to buy Superbowl ads to get such a devoted audience. Your message is five minutes long (ten times longer than the 30-second spot) – buying that kind of time on network TV is prohibitive. The branding experience is far better. Etc. etc.
But what I really like about this play is how it points the rest of the moribund mass marketers to the next frontier of advertising. “Hey guys!,” Amex is saying, “come on in! The water’s fine….”