Do you remember Pets.com? Back in 2000, the internet company made a big splash with a clever Super Bowl ad that had pet owners rushing to the site to buy dog food. Actually, not the second part. Like a lot of companies during the dot.com boom, the Super Bowl ad was the first and final hurrah for Pets.com.
While you won’t see the return of the dot.com dandies this Super Bowl, Advertising Age is predicting a big run on ads that are digitally and socially enhanced. Go read the article. I’ll wait.
(Insert “The Girl from Ipanema” here.)
Back? Great. Pete Blackshaw makes a reference to a POEM framework: paid media, owned media and earned media. It’s his contention, and I totally agree, that the successful brands will find a way to balance the golden POEM triangle in order to get the very most out of every ad dollar.