In the era of digital marketing, attribution, efficiency and targeted messaging, it amazes me how much emphasis is still put on Super Bowl ads. In 2018, the average price for a 30 second spot during the Super Bowl was over $5 million (not a small figure by any means), yet large and small companies alike are willing to pay this premium to be present during the marquee event. When comparing that price tag with what can be done from a digital marketing standpoint, an article by Digiday estimates that companies could spend the $5 million on the following, exponentially increasing their reach and number of impressions:
- 32 years of mobile video ads (~357M impressions)
- 33 social games
- 4 weeks of Snapchat lenses
- 113M in reach on Facebook (2M more than the Super Bowl)
- 2.6B instagram impressions
- 2.6M paid search clicks on Amazon
- 1.85B display adverstising impressions
- 1,733 influencer posts on Instagram (173.3M in reach)
Given that companies still pay for the Super Bowl spots over the more efficient and trackable digital marketing tactics, it is clear that there's still something about TV that can't be (or hasn't been) replaced by digital. Many industry professionals are naysayers when it comes to the value of TV, but unless companies are presented with evidence that their TV spots are not reaching and influencing their intended audiences, we'll likely continue to see sustained investment in marquee events like the Super Bowl.
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