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Where the f@&! should my tv spot send people agency-spy
1. Where the F@&! Should My TV Spot Send People? - AgencySpy
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OP-EDS
Where the F@&! Should My TV Spot Send People? Twitter Mobile RSS
By Kiran Aditham on September 23, 2010 1:02 PM
As part of our ongoing series of op-eds from agency folks, we bring you this
contribution from Shaun Quigley VP, Interactive Practice Director at Brunner, who
says that brands know how to make a strong impression online, but where exactly?
Despite the fact that 40% of America is time-shifting their TV habits, broadcast TV
remains the most efficient way to grow or defend a big brand—and for some—initiate
a quality engagement on the web.
But for advertisers who are serious about using TV to drive online, the decision
about where to engage is tougher than it was a year ago. Simply sending to the “web” is officially up for
debate. And brands, regardless of category, face social scruples on where to direct traffic.
Facebook is killing the corporate website, says AdAge. Toyota drives, Klondike screams, and Old Spice is
cleaning up on YouTube. And BestBuy continues to tweet for Twelpforce.
So should spots point to social media or a brand site? Annoyingly, there’s no right answer. The hub-and-
spoke model that made sense on PowerPoint ten years ago seems to have fallen apart.
“Spokes are the new hubs,” say the social media boutiques. “Fish where the fish are.”
Interested in advertising on AgencySpy?
But will Facebook really kill your brand site? There are plenty of opinions here, here and here. But what
does it matter, really?
Here’s what we do know: Find a Job
Audience is paramount.
Advertising and Direct Marketing Specialist
Where do they participate? How do they behave there? Facebook should no doubt be considered, but New York University Press
should not be the automatic default for every social experience. Challenge your agency partners to New York, NY
conceive ideas that connect with your audience in all relevant media. Not just bought—but also owned, and
earned. Public Relations Account Executive
Vitamin (PR/Branding Firm)
Be seen, be heard. Baltimore, MD
Budget constraints have forced many TV advertisers to reduce spots to fifteen seconds. And as a result, Specialist - Communications, New Business
traditional spot writers hesitate to allot any time for a closing voiceover that drives to the web. Fifteen MiresBall
seconds is barely enough time to cram in equity claims, they say. This is a big mistake. Site and sound San Diego, CA
have more impact. Use both voiceover and super to bring attention to the URL you are promoting.
Media Planner
Get mobile. Quickly.
Deep Focus
New York, NY
http://www.mediabistro.com/agencyspy/where-the-f-should-my-tv-spot-send-people_b7500[9/23/2010 4:02:05 PM]
2. Where the F@&! Should My TV Spot Send People? - AgencySpy
U.S. mobile Web usage grew 110% last year. There are already 70 million Americans surfing by phone.
And by 2013, mobile web usage will be more common than any other form. Does your mobile experience
See all jobs | Post a risk-free job listing for $279
deliver something interesting? Does it even exist?
When they arrive, the old rules still apply.
Ensure that your web experience—social, mobile or otherwise—answers these questions: AgencySpy Staff
1. Where am I? What is this place?
Kiran Michael
2. How do I get around? (be courteous, and don’t make me wait) Aditham Musco
Editor Contributor
3. What do you want me to do next?
4. How can I easily share it?
The days of the brand site as sole engagement vehicle are over (forever).
The web gets more social every day, and brand sites should continue to find ways to harness the viral AgencySpy on Twitter
effects of social. Connect all your properties (give me one reason why not). Set aside an innovation budget
to experiment, track and measure new things. And don’t let the brand site’s content collect cobwebs in the
look ma, we got a makeover http://bit.ly/V2Dv about 3 hours
rush to swing the digital budget toward social.
ago
Look at what the leaders have done. Toyota, BestBuy, Old Spice and Klondike all have well–conceived,
goodby boasts that it'll have 700 full-staffers by year's end..oh
integrated experiences that go beyond social. How did they decide which to pick for TV? I’m not sure. But
yeah, and they promoted a few folks to ECDs
I’m guessing each brand assessed the most valuable way to drive engagement, and simply promoted that.
http://bit.ly/bW3pBU about 5 hours ago
mccann lures kbs+p creatives...take that, MDC
You can email Shaun at squigley@brunnerworks.com or @squigster.
http://bit.ly/dfXY6b 2 days ago
RELATED: our collab with the denver egotist network continues, this time
they look into their home turf: http://bit.ly/bt0FTj 6 days ago
Comment Now! Share 13
Follow AgencySpy on Twitter
<< PREVIOUS NEXT >>
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Happy Hour’
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3. Where the F@&! Should My TV Spot Send People? - AgencySpy
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![Where the F@&! Should My TV Spot Send People? - AgencySpy
AgencySpy PRNewser AdsoftheWorld BrandsoftheWorld more >>
People Agencies Campaigns Social Media Jobs Search Mediabistro's AgencySpy SEARCH
Enter your email for updates and your Z SIGN UP
New York University Press is looking for a Advertising and Direct Marketing Specialist.
next job Send an anonymous tip SEND
OP-EDS
Where the F@&! Should My TV Spot Send People? Twitter Mobile RSS
By Kiran Aditham on September 23, 2010 1:02 PM
As part of our ongoing series of op-eds from agency folks, we bring you this
contribution from Shaun Quigley VP, Interactive Practice Director at Brunner, who
says that brands know how to make a strong impression online, but where exactly?
Despite the fact that 40% of America is time-shifting their TV habits, broadcast TV
remains the most efficient way to grow or defend a big brand—and for some—initiate
a quality engagement on the web.
But for advertisers who are serious about using TV to drive online, the decision
about where to engage is tougher than it was a year ago. Simply sending to the “web” is officially up for
debate. And brands, regardless of category, face social scruples on where to direct traffic.
Facebook is killing the corporate website, says AdAge. Toyota drives, Klondike screams, and Old Spice is
cleaning up on YouTube. And BestBuy continues to tweet for Twelpforce.
So should spots point to social media or a brand site? Annoyingly, there’s no right answer. The hub-and-
spoke model that made sense on PowerPoint ten years ago seems to have fallen apart.
“Spokes are the new hubs,” say the social media boutiques. “Fish where the fish are.”
Interested in advertising on AgencySpy?
But will Facebook really kill your brand site? There are plenty of opinions here, here and here. But what
does it matter, really?
Here’s what we do know: Find a Job
Audience is paramount.
Advertising and Direct Marketing Specialist
Where do they participate? How do they behave there? Facebook should no doubt be considered, but New York University Press
should not be the automatic default for every social experience. Challenge your agency partners to New York, NY
conceive ideas that connect with your audience in all relevant media. Not just bought—but also owned, and
earned. Public Relations Account Executive
Vitamin (PR/Branding Firm)
Be seen, be heard. Baltimore, MD
Budget constraints have forced many TV advertisers to reduce spots to fifteen seconds. And as a result, Specialist - Communications, New Business
traditional spot writers hesitate to allot any time for a closing voiceover that drives to the web. Fifteen MiresBall
seconds is barely enough time to cram in equity claims, they say. This is a big mistake. Site and sound San Diego, CA
have more impact. Use both voiceover and super to bring attention to the URL you are promoting.
Media Planner
Get mobile. Quickly.
Deep Focus
New York, NY
http://www.mediabistro.com/agencyspy/where-the-f-should-my-tv-spot-send-people_b7500[9/23/2010 4:02:05 PM]](https://image.slidesharecdn.com/wherethefshouldmytvspotsendpeople-agencyspy-100924104542-phpapp01/85/Where-the-f-should-my-tv-spot-send-people-agency-spy-1-320.jpg)
![Where the F@&! Should My TV Spot Send People? - AgencySpy
U.S. mobile Web usage grew 110% last year. There are already 70 million Americans surfing by phone.
And by 2013, mobile web usage will be more common than any other form. Does your mobile experience
See all jobs | Post a risk-free job listing for $279
deliver something interesting? Does it even exist?
When they arrive, the old rules still apply.
Ensure that your web experience—social, mobile or otherwise—answers these questions: AgencySpy Staff
1. Where am I? What is this place?
Kiran Michael
2. How do I get around? (be courteous, and don’t make me wait) Aditham Musco
Editor Contributor
3. What do you want me to do next?
4. How can I easily share it?
The days of the brand site as sole engagement vehicle are over (forever).
The web gets more social every day, and brand sites should continue to find ways to harness the viral AgencySpy on Twitter
effects of social. Connect all your properties (give me one reason why not). Set aside an innovation budget
to experiment, track and measure new things. And don’t let the brand site’s content collect cobwebs in the
look ma, we got a makeover http://bit.ly/V2Dv about 3 hours
rush to swing the digital budget toward social.
ago
Look at what the leaders have done. Toyota, BestBuy, Old Spice and Klondike all have well–conceived,
goodby boasts that it'll have 700 full-staffers by year's end..oh
integrated experiences that go beyond social. How did they decide which to pick for TV? I’m not sure. But
yeah, and they promoted a few folks to ECDs
I’m guessing each brand assessed the most valuable way to drive engagement, and simply promoted that.
http://bit.ly/bW3pBU about 5 hours ago
mccann lures kbs+p creatives...take that, MDC
You can email Shaun at squigley@brunnerworks.com or @squigster.
http://bit.ly/dfXY6b 2 days ago
RELATED: our collab with the denver egotist network continues, this time
they look into their home turf: http://bit.ly/bt0FTj 6 days ago
Comment Now! Share 13
Follow AgencySpy on Twitter
<< PREVIOUS NEXT >>
Chuck Tso Joins R/GA as Executive Creative Director Budweiser Giving Away Free Samples for ‘National Videos
Happy Hour’
Loading comments...
MEDIABISTRO.COM COURSES
DIY Editing
Every writer needs an editor. But sometimes, because you’re on deadline, or
you’re a freelancer, or the fates have conspired against you, you have to be
both writer and editor at the same time. Which sounds like a prescription for
schizophrenia.
There is a solution that does not involve medication. Check out the quick tips
in the video Learn How to Line Edit Your Own Writing. The instructor is June
Casagrande, author of Grammar Snobs Are Great Big Meanies and It Was the Best of Sentences, It Was
the Worst of Sentences and the language column "A Word, Please."
And right now you can watch this helpful video and hundreds more with a free 2 week trial subscription to
Topics
all the other good stuff on Mediabistro On Demand.
Links
http://www.mediabistro.com/agencyspy/where-the-f-should-my-tv-spot-send-people_b7500[9/23/2010 4:02:05 PM]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)