Marketers leverage digital to enhance Super Bowl ad effectiveness
Every year, there are stories about how much major brands are spending for a thirty second ad in the Super Bowl. With various digital marketing techniques at their disposal, they can now amplify the impact of that 30 second media property.
For example, in the run-up to the Super Bowl, major brands were releasing trailers to their highly anticipated Super Bowl ads. Additionally, many of these brands actively embraced the ad rankings by the media. Of course, the replays of their ads are added exposure (and inevitably this drives up the price for the ad in the first place).
Many brands view the Super Bowl as a catalyst or launch point for a character or theme that they can develop over a much longer period of time, inevitably via many channels.
It's not just major brands that leveraged digital tactics. For smaller brands without the deep pockets, they capitalized on the fact that 50% of viewers consumed content on their phones during the game (with 67% of them on social media). There are effective and cost efficient ways to reach tons of eyeballs such through YouTube and other channels.
https://www.mediapost.com/publications/article/313896/marketers-bet-on-digital-to-drive-interest-in-supe.html
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