Internet + TV: How It All Started
A while ago I did a major TV commercial for ATT. The title of the project was “NBA Legends.” The commercial aired for March Madness, which is NCAA Division I Men’s Basketball Tournament.
While Michael Jordan, Larry Bird, and Magic Johnson were too expensive to join the project, other marketable names did: David Robinson, Dikembe Mutombo, Michael Finley, and Mark Cuban.
Ideas and projects around basketball and marketing come naturally to me. I earned a full basketball scholarship with Hall of Fame basketball coach Charles “Lefty” Driesell. I co-star in two major Walt Disney Pictures basketball movies. I know digital.
I thought I could connect my understanding of basketball with my digital marketing experience to create new value.
I was wrong. Introducing traditional TV into the digital marketing ecosystem destroys any hope of return-on-investment. It is too expensive, impossible to accurately measure and justify.
Marketing executives will continue to spend money on traditional TV advertising and hide this marketing waste under “branding”.
ATT Commercial made me think about how to connect TV and the Internet cost-effectively. How does one bring the efficiency and ease of advertising on the Internet to the TV? We figured it out.