SpotOn

Following is a confluence of random thoughts about the state of the advertising industry:

• I hear more people than ever before claiming to watch the Superbowl for the commercials
• People talk about the good ads after the Superbowl just as much as they discuss the game
• The first ad break during SNL features a spoof -- and most people, I would venture to guess given my lack of data, stick around to watch it
• Every other ad on TV, for the most part, is skipped thanks to TiVo/DVR
• Interesting ads are shared beyond TV via YouTube and email (case in point: the Heineken walk-in closet commercial or T-Mobile's dancers in a London train station)
  

So why not create an agency (which my neighbor immediately called SpotOn) that negotiates long-term positions for dedicated space on popular TV shows -- and then custom delivers a unique, memorable ad for that spot on a weekly basis. If executed well, people should stay during the break to watch a notable, new ad each week especially if the ad is tailored to match the show's content.

This idea first came to me when the kids were watching some cable program that showcased buildings blowing up, accidents on the race car circuit, etc. When they cut to commercial, it was for some nondescript product with a commonplace ad. Instead of "you had me at hello," it was "you lost me at the break." I thought, wouldn't it be great if the ad somehow kept the action going? Sure, not too many brands want to be associated with a fiery explosion but some might -- especially if the ad itself is clever enough.

As my girlfriend Kris' husband countered, "Isn't that what advertising agencies are supposed to be doing?" Why yes, yes it is. But I think the current model is tired and worn out. The current model understandably focuses on brand consistency across all forms of media vs. tailoring the viewing experience to the audience at hand. And too many brands are risk-adverse. If you're Procter & Gamble and you've invested millions in your collective brands, you're going to stick with advertising that fits the model. I get it.

However, some brands can and should take a chance. New entrants in the market. Old products that need a facelift. Commoditized products that need differentiation. The possibilities are endless.

While I don't think we could "own" the first spot during American Idol each week (may be a tad cost-prohibitive!), perhaps we could negotiate the first spot on Flight of the Conchords, Krod Mandoon or Late Night with Jimmy Fallon while we make a name for ourselves. Start small . . .

If the team at SNL can produce a new ad weekly, in addition to writing, rehearsing and performing a multitude of skits, I believe we can accomplish a lot with a small team of solid, local writers coupled with a talented director and production crew. With low overhead (i.e., we could operate out of a barn for all I care) and minimal upstate NY salary requirements when compared to the industry norm on Madison Avenue, we could charge our clients very little on a per-ad basis until we're well known and respected. And I guarantee that we can initially secure local "actors" who would jump at the chance of being in a national ad: for free. The bulk of our clients' expenditure would likely cover the network costs.

For companies that spend enormous sums for a lifeless 30 second spot, this new model should be a dream come true for select products.

And the beautiful side of this coin, from a business development position, is that since we would a) "own" the time slot, b) boast a captive audience over time and c) become known for our work, longer term, clients should come to us. To me, that's a revenue model that works!

It's a win: win situation. And it would be one whole heck of a lot of fun.