All Super Bowl XL Ads, Courtesy Google

MISS THE SUPER BOWL ADS? Google has them all in one place. (Link via PVR Blog.) Not that it matters -- I agree with the pundits that this year's crop lacked creativity. Of course, I watched the game on TiVo, so I sped through most anyway.

A question worth asking: As you look at the page of ads, wonder -- Did the agencies add value beyond their fees and the cost of the ad buy? I think the answer is, "No." Frankly, an agency worth its salt would take payment based on measurable performance -- belief shifts and impressions of brand attributes would be easy to measure in a pre-ad / post-ad research design. Not how many people saw the ad (recall), but how their beliefs moved having seen the ad. Was it effective in getting the audience to know, believe, or feel what the client wished them to know, believe, or feel? Personally, I'd love to see some major corporation challenge the status quo and drive for payment based on impressions created. Shareholders would get more value, and we'd get better (and I wager, more authentic) advertising.

This is presuming, of course, that DVR technology doesn't kill traditional TV advertising. And it probably will.

Tags: advertising, super bowl