One of the Super Bowl advertisers I have seen a lot of pre-Game ads from is Kia. They’ve been using digital media and social media to push consumers to their YouTube channel to watch their ads prior to the game. This is a trend that gains more steam each year as advertisers seek to stand out from other brands and connect online with their consumers-- as well as through TV during the game.

So I dutifully clicked on the video to watch characters including Muno from Yo Gabba Gabba test drive a Kia Sorrento. But a paradox presented itself to me. While social media connects us to one another in more ways than ever before, Kia has to buy ads pointing you to their ad so you can watch it before it even airs – all to make sure you see that one spot. Yet Apple’s infamous 1984 spot, one I tend to mention each year on my blog for one reason or another, was run once and is still mentioned at least once a year since airing.

Media is the New Creative
Obviously the paradox is due to the fact that viewing habits have splintered across channels, screens and platforms. But this example reinforces our belief at Empower MediaMarketing that media is the new creative.

Consider that even Apple would have to take a Kia approach if they were advertising a new product during the Super Bowl. Considering Steve Jobs’ calculated approach to product launches today, it sounds like heresy to even suggest such a thing.

But regardless of how good an ad is, from Apple to Walt Disney or the spots served up as the best of the big game ads, consumer viewing habits require brands to take a much different approach to media – regardless of the event driving the spend.

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