David Griner doesn’t think television advertising needs to be saved from the Internet and social media. On the contrary, Griner says television ads need to be saved from themselves.
“I personally find that most television ads are gutless and self-obsessed,” said Griner, director of digital content for the ad agency Luckie and a regular contributor to AdWeek’s AdFreaks blog. “They don’t take risks because television doesn’t reward risk taking. TV rewards pretty mediocre advertising.”
Griner, who spoke last week at the Blogworld & New Media Expo in New York, pointed to this year’s Super Bowl as case study No. 1: 166.8 million watched the game live; another 66 million later watched the most popular advertisement on YouTube.
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