More articles by Martin Hayward
Technology Drives Super Bowl XLVII Advertising Trends
Spoiler alert: Digital media has drastically changed how companies take advantage of media events to promote their brands through advertising. (That is, spoiler alert if you’ve been living under a digital rock for the past five or so years!)
GOT AN OPINION? PLEASE COMMENT AT THE BOTTOM OF THIS PAGE!
As two teams gear up for the final showdown of the NFL season – Super Bowl XLVII – fans across the country are making predictions about their teams and pulling out their favorite chip-and-dip combos to watch the final game with much anticipation and enthusiasm. With such a captive audience, advertising strategies from past sporting events offer precedent for many digital events to come, both for their successes and failures (such as the NBC Olympics delays). Today’s consumers want to engage with brands beyond traditional advertising, and companies realize this growing trend and hope to connect with their customers on a variety of device types and through various channels. Last year, a surprising 24.5 percent of brands that advertised surprisingly did not drive any digital channels – no URLs, hashtags, QR Codes, just the brand name. This year, we expect that number to be much lower.
The Super Bowl is the high point of the football season and traditionally the most popular time for advertising. Technologies such as Big Data, location-based marketing and HD mobile video have made Super Bowl ads much more interesting, and enabled marketers to connect with their audiences on a whole new level. Below are technology trends this season that are helping brands connect with NFL fans across the country.
- Socialization of the Super Bowl: Last year, 11 percent of Super Bowl ads utilized emerging media such as Shazam and QR Codes, and 16% included social media call to actions. Only 5.7 percent (four ads) used Twitter hashtags though, and we’ll see this rise dramatically this year. That’s because those four who did use hashtags instantly saw consumers using the hashtag to Tweet about the commercial, creating a great amount of social buzz and therefore, brand value. In fact, Audi’s #SoLongVampires and Bud Light’s #MAKEITPLATINUM hashtags not only drove Twitter conversation, but resulted in related Internet searches. Brands are also leveraging traditional advertising to drive users to their mobile apps and social networks. We’ve seen companies like Bud Light do this already and we’re sure to see much more of it during the Super Bowl. By placing calls to action on the big screen, you can drive consumer engagement on the second screen.
- Flexible and fast reactions: Reacting quickly to plays in the games can have a significant positive impact on an advertisement. Targeting a user on a hyper-timely topic before competing brands have a chance to react is critical. In this example from the Olympics, consumers were impressed with the commercial’s quick reaction to an event that happened only seconds prior. What’s more, the moment when Rebecca Soni won gold in the 200-meter breaststroke is now associated with the Samsung Galaxy. That’s powerful brand association. During the Super Bowl, campaigns need to be flexible to have more impact, and to do that, technology needs to be in place that allows for these rapid changes and dynamic optimization.
- Brands that aren’t prepared for traffic spikes will frustrate consumers with buffering issues. Engaging with consumers during major sporting events can produce favorable results for brands. It can also put strains on websites by quickly generating traffic spikes. Brands need to have the resources in place to accommodate the digital-minded consumer while reducing latency problems and downtime. Partnering with a third-party vendor can help to offload some of the strain and ensure quality content is delivered dynamically and uninterrupted.
- Real-time location will play a huge role. Brands are leveraging location-based campaigns more than ever. Mobile device users are accessing live content on their devices more and more, especially to stay current with their favorite sports teams when a TV might not be available. At a minimum, marketers need to serve ads relevant to consumers’ geographies with location-based offers, making sure a Ravens fan doesn’t see an ad for 49ers memorabilia on their mobile device. With advancements in technology and capabilities, it’s easier to drive more traffic to websites through mobile devices or the desktop. Brands can now more effectively target users and serve up content to any device.
- Relevant stories will make brands appear more real and uplifting. If you’re targeting consumers watching the NFL, you already know at least one thing they are interested in: football. Live sporting events offer unique opportunities for brands to make their ads more relevant by capitalizing on the content consumers are watching. Wouldn’t it make sense to air an ad with Peyton Manning during a Denver Broncos game, since you already know that it will pique the interest of most people watching? Sports media also offer a unique opportunity for brands to build on the excitement of a live event to connect with viewers’ everyday life. Ads will resonate well with consumers – and more importantly can inspire them if themes mirror the programming.
Social media, Big Data, mobile technology and the accessibility of online video have all contributed to the changing advertising landscape. As content is increasingly consumed anytime and anywhere, and as real-time ads become a marketing priority, we will see many traditional brands and newcomers begin to leverage more digital channels through online streaming or mobile device strategies.
No comments yet
Leave a Comment
An Interview with Jasper Mullarney, VP of Direct Response Advertising, AdknowledgeADOTAS — Industry Veteran Jasper Mullarney is Vice President of Direct Response for Adknowledge, the fourth-largest digital marketplace behind only [...] more...
- Six Mistakes You’re Making with Landing Pages May 22nd 2013 ADOTAS — Landing pages represent the tipping point for affiliate [...] more »
- Wired to Share: New Research from ShareThis and Digitas Reveals Important Insights into Digital Sharing Behavior of Moms May 22nd 2013 PALO ALTO, CALIF., May 22, 2013 (ADOTAS) – In one [...] more »
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership May 22nd 2013 ADOTAS – Yesterday, just prior to Microsoft’s press conference introducing [...] more »
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game May 22nd 2013 ADOTAS — The potential of mobile advertising is huge. And [...] more »
- Upcoming Event and Conference Calendar May 22nd 2013 ADOTAS – Here’s a snapshot of upcoming industry events. Further [...] more »
- From the Twitterverse: Gamers Hate On Xbox One May 21st 2013 ADOTAS – Microsoft has unveiled Xbox One, its next-generation entertainment [...] more »
- Brands & the Next Internet Wave: What You Need To Know May 21st 2013 ADOTAS – For brand managers and marketers, the Internet has [...] more »
- Six Mistakes You’re Making with Landing Pages May 22nd 2013
- Does Mobile Display Even Work? How Geo-Location and Cross-Platform Ads Will Change the Game May 22nd 2013
- Brands & the Next Internet Wave: What You Need To Know May 21st 2013
- Blogshare: Why Tumblr Will Make Yahoo Billions May 21st 2013
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013
- Client Relationship Manager
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] The live video post was the third most read article of the day, followed
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] most popular article of the day was our live #XboxReveal Twitter feed, which ran
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] live video post was the third most read article of the day, followed by
- Coverage of Microsoft’s Xbox Reveal Drives Spike in Adotas Readership: [...] prior to Microsoft’s press conference introducing the Xbox One, we posted the results of