A Digital Feast With Super Bowl Spend

Super Bowl ads are expensive, sometimes run as much as $4 million for 30 seconds of media time before any production costs, agency fees or celebrity endorsements. But these highly impactful spots still deliver more than 100 million viewers at a single time — and instantly become part of the American culture and water cooler banter. Just for fun, Digiday recently published an article highlighting all the things a digital rainmaker could do with that level of marketing spend online. Here's what they reported:

A portal roadblock every day for at least a week
AOL, Yahoo and other major publishers sell day-long homepage takeovers for around $500,000. That means $4 million could ensure a brand's ads are plastered all over a major homepage non-stop for at least a week.
More than 100 million video impressions on Hulu
Hulu sells its video ad inventory at about a $30 cost per thousand.
200 pieces of BuzzFeed-sponsored content
Agencies say BuzzFeed typically charges about $100,000 for four or five pieces of branded content. Based on that figure, $4 million would buy a lot of branded content.
An eight-day YouTube homepage ad
Instead of a Super Bowl ad you could buy out YouTube’s homepage ad units for at least 10 days, based on a price tag of up to $500,000 per day.

Ratings With Attitude On SocialTV

The term social TV is a bit of a misnomer. In these early stages of “social TV” we tend to conceive of that online conversation around media as somehow a single entity unified by the technology platform. However, the myriad of perspectives and attitudes is closer to the types of cliques you find among teenage groups. TV media has always been social, with the filter of friends, family, parties. Twitter didn’t make TV social. But even more than giving us the opportunity to pull media on-demand, social TV allows us to create a context on-demand by surrounding ourselves with the audience with whom we most want to watch a program and tailor a media environment to our liking.  And to a greater extent than ever before, the viewer has the ability to enhance the experience by tweaking the audience. By opening the doors to the crowd they want to hear, the viewer can look for the complementary, supportive, contrarian, irreverent voices they desire. They can filter the streams to highlight the voices and attitudes they