It wasn’t all that long ago when I would look forward to the
“unveiling” of the much-anticipated Super Bowl commercials during the big game.
They would be witty, funny and entertaining… and new to everyone watching in
the room. This has all changed over the last several years with advertising
promoting their ads days and even weeks ahead of time. Major brands will put “teaser
trailers” or even their entire ads on Youtube, and previews are often shown on
network morning shows the week of the big game. The only surprises left on
Super Bowl Sunday are on the field.
With Super Bowl ad spots now topping $5 million, it’s not
surprising that marketers are trying to get significant value out of the ads
well before and after the game. Savvy digital marketers design ads that can
have a life before the game and a long tail afterwards. As stated by Chris
Loretto, EVP at the digital agency Adtaxi, “In today’s media-rich environment,
producing a TV spot solely for game day isn’t enough. Brands need to build
comprehensive campaigns that tease the ad in advance of its airing and continue
the story afterwards across multiple channels. For post-game in particular,
they need to be thinking mobile-first.” For example, an effective Super Bowl ad
campaign can bring the same message from the TV spot to mobile in the form of
:06 spots that focus on a specific character or element of the :30 TV spot.
According to AdTaxi, 47% of consumers plan to view Super
Bowl related content on their mobile devices during the game. This opens up
significant opportunities for marketers to build off of their TV spot, further
engage the audience and drive traffic to their products. These “mobile
multi-taskers” also present a great opportunity for brands with smaller
marketing budgets that may not be able to afford a TV spot to take advantage of
the captive audience during the big game.
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