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Why Does This Man See the End of Super Bowl Ads?

LAS VEGAS—But they're so cute, so funny, so cutting-edge, so sexy. And possibly a relic of a former marketing time. So says Edward Del Beccaro of Transwestern.

By John Salustri | Updated on June 10, 2015

LAS VEGAS—We all love our Super Bowl ads, right? The opening night of ad campaigns that will run a year with titillating images, side-splitting humor or messages of deeply felt (if profit-based) sentiment. Well, enjoy them while they last. According to Edward Del Beccaro, managing director for Transwestern in California’s East Bay/Silicon Valley market, they may not be around for many more years as retail marketing takes on a more highly nuanced and personalized approach. He explains his theory of the demise of the ads in the video above.

But there was much more to our exclusive RECon interview with Del Beccaro than appears in the video, including how retail and distribution are merging, especially in the face of the urban upsurge and how mixed-use can actually save the mall concept. The managing director was outspoken on all of the topics and his insights are eye-opening.

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