The cost of a television spot during Super Bowl 50 was $5 million. That’s 30 seconds of airtime, and then poof, the commercial is over. It’s an even tougher pill to swallow when you realize that TV commercials during the Super Bowl have increased 76% over the last decade according Kantar Media. But new strategies that provide both reach and ROI are available as digital becomes a more accepted medium for both branding and lead generation. We’re now seeing brands do some of the following:
Reach Beyond 30 Seconds
Utilizing digital formats prior to the big event and continuing them after the Super Bowl can generate a much better ROI than relying on the 30 second (or some variation of) TV ad. The massive TV dollars spent during the game are going to be heavily focused on reach, whereas the digital components like Rich Media, Video, Facebook, Instagram, and other more socially driven channels can be more targeted and focused on driving response. This includes site visits to a dealership, filling out a form for a financial brand or actually making a purchase. Reaching beyond that 30 seconds and finding ways to fit into the buyer’s journey before and after the event is going to drive a much better return.
Go Digital Vs. Traditional
We know not all brands can or want to drop $5 million for 30 seconds. TubeMogul data pointed out that brands could spend roughly $1.9 million to run an ad programmatically across premium sports sites every other Monday during football season, giving a more extended reach over a longer period of time. Additionally, Adweek reported that Dentsu’s mobile shop Fetch shared that marketers could buy 2.1 million mobile app installs (about 55 million clicks) for a $5 million TV spot. With fragmentation across channels and screens, and access to the right digital inventory, you don’t have to buy a live TV spot during the Super Bowl to get noticed and take advantage of a prime time event. There are plenty of opportunities online before, after, and during the game to get in front of plenty of audiences or more defined groups that you’d rather go after. (Hint: Ask Magnetic about how we can create a targeted awareness campaign in time for Super Bowl LI).
Use the Super Bowl Platform to Feature Products and Services
Think of the Super Bowl as a stage to get those products and services in front of the right audiences. Digital marketing and its amazing use of data can allow you to take advantage of this unique time of year and reach people who may have shown intent to buy or interest in the products and services that you sell. This all comes down to the data (from past purchase to real-time intent) that you use to power those Super Bowl-centric campaigns.
Consider products that sell in and around the Super Bowl, such as TVs. The NRF reported that 8.6 million new televisions could be sold in the U.S by people upgrading for the Super Bowl. Other hot ticket items include beer, pizza, and NFL apparel/gear. We’ve also seen an uptick across the auto category. On Super Bowl Sunday in 2016, website visits per dealership were four times higher than any other Sunday in all of 2015, according to a senior analyst with Autotrader.com.
The marketing attraction for the Super Bowl has by and large been it’s massive reach as more than 100 million viewers tune in to watch this event every year. And while this event still garners massive reach (which generates a massive amount of awareness) digital advertising offers a different form of reach that is more targeted, and a bit more diversified across different channels and formats.
Learn more about Magnetic’s media solutions and capabilities and contact us about the 2017 Super Bowl.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.