John Bohan - Television Vs. The Internet As A Branding Vehicle

Part 2 of the i20Events (President, John Bohan), in Chicago was opened up by Matt Pasternak of Klipmart. Comparing TV with the Internet, research shows that TV is superior regarding ad recall generation but online video wins at building brand awareness, over 3x?s better, and over 5x?s better at driving purchase intent.

Clive Sirkin, former Managing Director of Leo Burnett and the founder of Plunger, was the moderator for the event and introduced the debaters for the evening.

""In the blue corner representing Television is:

? Rose Cameron, SVP/Planning Director for Leo Burnett

? Bruce Goerlich, EVP, Director of Strategic Resources, ZenithOptimedia

 And, in the red corner representing the Internet is:

? Jeff Marshall, SVP/Managing Director of Starcom IP

? Mark Stephens, VP/General Manager, Avenue A | Razorfish Chicago""

The debate was centered on TV vs. Internet as a branding vehicle in the marketplace. With entertainment in mind, both sides were given strict instructions to only argue the advantage of their side and nothing against their opponent?s medium. These four themes were introduced for comparison: Engagement, Standards and Measurement, Capabilities and Mindset of the Consumer.

Opening with a tongue and cheek display of brilliance, Cameron and Goerlich turbulently crowned TV as the preeminent branding vehicle.

Cameron: ""What is branding? A creation and maintenance of a product, service or value. A great brand taps into emotion?it taps into a product. Products are made in the factory and brands are made in the mind. Consumers must suspend disbelief.""

Goerlich: ""This medium is television. An emotional medium that stimulates the right brain and engages people on an emotional level. Programming differs throughout the day and weekend, and reflects patterns of life. TV is also validated by the trade which gets excited about television as opposed to the new whoopdeedoo Internet banner ad.""

Playing off the showy opening, Marshall remarked, ""It looks like our opponents have gone to the Howard Dean School of debating,"" referring to an earlier video clip of a very excited Mr. Dean hooting the 50 states one by one.

He then countered, ""The power of the Internet allows you to create an immediate ethnography to understanding consumer's motivations and decide how to tailor your message. Building a brand is a very difficult process. It's about building brand awareness, product knowledge, likeability, and creating experience. The Internet can do everything that all other media vehicles can.""

Touching on the subject of ?Consumer Mindset? in TV versus Internet, Goerlich fired back. ?Television can start a story, create legend, and begin myth. We create the water-cooler conversations. We create the stories and consumers continue the conversation.""

Stephens was quick to point out the superiority of the viral marketing capabilities of the Internet compared to any ?water cooler? conversation.

Audience participation and interest was elevated as they were eager to participate regarding the dispute of the TV debaters who, even though are in the Internet ?lions den?, appear to be the most content.

""Do you own Tivo?"" confuted an audience member as he fired across the bow of the TV debaters?

Cameron replied, ""And what percent of the US owns a Tivo right now?""

""What percent will in ten years,"" the guest answered.

""This is a right now debate. Thank you very much sir,"" Cameron said to the delight of the crowd.

However though, occasionally Cameron gave in to her one-sided TV character and admitted the fortitude of the internet. Also, claiming that herself and Goerlich collaborated on multiple integrated media campaigns and fully back the power of the web.

In the end the i20 Dinner Debate DigiAward was awarded by the audience to Marshall and Stephens in spite of courageous efforts by TV.

Sirkin closed by saying, ""When two sides start slinging at each other in the 'real world', it is only the industry that gets hurt. We need to alter the built in legacy thinking and processing to affect change and we have a very bright future ahead of us.""