Are Today’s High-Tech Ads as Memorable As Those of the Past?
At this year’s Super Bowl, advertisers will pay as much as $2.6 million for a 30-second spot.
It’s a huge jump from the price tag of a Super Bowl ad decades ago, and the tactics have changed, too. Instead of relying on stick-in-your-head jingles and unforgettable characters, many advertisers now employ flashy graphics and out-of-this-world effects.
But as the stakes in the ad wars continue to grow, “Good Morning America” wondered, would the memorable, not so well-“hyped” commercials of years past work as well as today’s high-budget, high-tech ads?
According to Jerry Della Femina, CEO of Della Femina Rothschild Jeary and Partners and an advertising industry veteran, today’s consumers wouldn’t fall for the ads of yore.
“Some commercials that worked no longer work because people are smarter. They don’t fall for it,” he said. “Commercials have to be smart and better because you have a much smarter consumer out there.”