IBM Smarter Planet

Yesterday, I was watching the live stream of the US Open.  (Don’t tell anyone.)  On top of this being one of the best features of the modern world, there was also an advertisement that was of interest to a particular GTAN author—me.  Between segments of sub-par golf, IBM spread the word for building a smarter planet.

Since the first television ad ran in November of 2008, IBM’s Smarter Planet campaign looks to showcase its historical and relentless commitment to creating a smarter world—meaning improving green technologies and coaching its clients’ companies to operate in a globally intelligent framework.
As IBM’s green website section states:

The challenges have become clear: the need for clean water and air; affordable and reliable delivery of energy; the dwindling supply of fossil fuels; the reality of climate change and its implications for future generations.

At IBM, our approach is twofold: we are working to make our existing products and processes more efficient for both the environment and for business, while also developing new innovations that can accelerate the adoption of products and services that have lesser environmental impact.

So what does an ad do during the US Open stream?  Well, it was the first time I really noticed it.  Unlike most TV systems, live (or controlled) internet streams force you to watch a commercial.  We are aware of the current paradigm and power-shift happening with TV advertising, brought on by the popularity of DVRs.  Current network controlled internet streams seem to be a viable alternative.

In addition to actually watching the ad, most streaming ads are accompanied by banners or an entire page take-over that offers varying levels of interaction, from a simple click to game-play.  The IBM commercial I saw was just a shrunken TV ad…as far as I could tell.  Here is a sample below (not sure if this was the actual IBM ad I saw):

>> December 2008 interview with IBM’s Rich Lechner, VP of Energy & Environment
>> IBM’s green mini-site

PS.  Was pulling for ya Phil…