Feb

11

Rocketboom’s $40.000 Vlog Ad

February 11, 2006 |

The highest bid for Rocketboom’s ebay auction was from a rather obscure company called TRM, an ATM vendor. But wow - $40.000 for ads in a medium that did not exist in this form half a year ago. Not bad at all. Now the question for me really is, can they keep this up. Is this going to be a weekly auction, or is it a one-shot event?

Here is Jeff Jarvis’ take on what this means for the mainstream advertisers:

But this is bad for big ad agencies and big advertisers who missed this boat bigtime. I?m not talking about any specific brand or company (disclosure: I know of some advertisers but I?m not talking about them; I?m talking about the ones that didn?t even have the courage to try). They should have been falling over themselves to grab this unique bargain. And they should be slinking off with their long tails between their legs now. Advertisers constantly whine that they want to do something new, but when something new comes along, they freeze because they can?t fit the new thing into their definitions of old and safe.

Very true - given that Earthlink has a unique relationship with podshow.com, though, there seem to be at least some that are getting it. But I guess you also need a flexible organization that will allow one to grab an opportunity like this one. If I run a company and all my ad budget is going to one agency, then I guess it is tough to jump on opportunities like this one.

Congrats to Rocketboom, though! Maybe they will create their own market here and change some paradigms in the process…


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