Superbowl Ads

https://digiday.com/marketing/what-a-7m-super-bowl-ad-buy-can-purchase-in-digital-media-in-2023/amp/

This is an interesting article that shows the digital equivalent to a $7 million superbowl ad.  Further research shows that the total viewing audience for superbowl is estimated at 208M P2+ individuals (https://www.nfl.com/news/super-bowl-lvi-total-viewing-audience-estimated-at-over-208-million).   

In comparison in digital impressions, for $7M, the stats in the article are

 Netflix – 127.2M impressions

Instagram Reels – 2.3B impressions

TikTok – 1.64B impressions

Twitter – 2.3B impressions (+$250 ad credit)

YouTube – 2.21B impressions

Newsletters – 280M impressions

 From an impression standpoint, it is shocking to see how $7M differs from digital to linear, 2.3B impressions on IG is an over one thousand percent increase of the 208M for linear.

 Looking at the ad through the digital lens, digital marketing has its own toolset for the ad:

 SEO: Content marketers can use the ad creative as a tool for SEO – there can also be “behind the scenes footage” posted to the web

 SEM: From a paid perspective, there can be a SEM spend to help generate traffic around the commercial (e.g., if a celebrity is in a commercial for a brand, that brand can build an ad using the celebrity as a key word)

 There is also utility for Superbowl ads in social, both in paid and organic.  Video clips can be posted to social platforms, and the clips can also be supported with a media buy. 

 It is also worth noting, Superbowl has merits outside of pure impressions; for many marketers there is earned media involved when doing a spot for the Superbowl.  There is typically a press release around the campaign, and the commercials are available to press outlets.

 

Bing Taking a Bite out of Google’s Pie

 With the introduction of ChatGBT into the Bing search engine, is this now the race to the bottom in terms of pricing just like what Amazon Web Services (AWS) did for compute and storage servers? 

This is the first major innovation in years to the search market. Microsoft is hoping its investment into ChatGBT as the critical knife point that would enable Bing to take a bite out of Google’s dominance as the world’s search engine. Microsoft’s CEO “Nadella said he was willing to accept any “demonetisation” of the search business” in order to lessen Google’s slice of the pie. In response, Google has had a blunder filled week with the error prone first impression of Bard, Google’s response to ChatGBT. Yet, Bing’s new search result layout is eerily similar to Google’s. This leaves the reader to wonder, is the real battle a preference over a product or will the AI enabled search truly be a lasting innovation or is it just another fad? I personally believe that this may be a fad in search but the larger impact on automating jobs like cold email or drafting emails will forever change. With the major impact of AI is still unknown, I look forward to the disruption that will be taking place in the near future. 

Source: https://www.ft.com/content/2d48d982-80b2-49f3-8a83-f5afef98e8eb?desktop=true&segmentId=7c8f09b9-9b61-4fbb-9430-9208a9e233c8#myft:notification:daily-email:content

Podcast Advertising is Becoming a Pretty Big Deal

Podcast Marketing Stats for Businesses

I am not sure this is exactly digital marketing, but I think there is something to this whole podcast marketing deal. I listen to a total of two podcasts, and I only listen to one of them regularly. I can however, recite most of the ads on both of them by heart. It's a lot like influencer social media marketing for your ears I guess and after reading the article, I realized that I have paid a lot more attention to the ads from my podcasts than from pretty much anywhere else I see or hear ads. Magic Spoon, Vuori joggers, Helix Mattresses, Alamo Drafthouse, Bob's Steak and Chophouse, Eatzi's Market & Bakery, I can recite all of their ads and the only place I hear them are on my two podcasts. I'm not saying this is the future of advertising, but I remember them for some reason and I couldn't tell you the last commercial I saw or the last ad I clicked on intentionally. I bring this to this forum to raise the question, what role should podcast advertising play in a CMO's plan to drive sales? 

Whether you buy it or not about podcasts, this little article was a bit of content provided by a digital marketing agency as an ad in the hopes that you will consider using them to help you fill out your content strategy etc. This article/ad was included in a daily newsletter that was sent to me by another digital marketing agency in the hopes that I will want to use them because they send me daily content. Pretty slick. 

Will TikTok Replace Google as Gen Z’s Go-To Search Engine?

Will TikTok Replace Google as Gen Z’s Go-To Search Engine? By Paige Carlotti

ChatGPT isn’t the only thing threatening Google’s dominance in the search market. Not only did TikTok become the most visited web domain in the world as of 2021, but according to one Google exec, 40% of Gen Z consumers report turning to TikTok and Instagram for search before Google. The trend is so pervasive that TikTok even made a video about it (but posted it on YouTube, which I found interesting and slightly ironic). In other words, social is the new search engine.

I think this trend (or perhaps it is a permanent shift) further underscores the generation’s suspicion of corporations and the value of personalized recommendations. While some people may be tempted to say it’s because the generation is “lazy” or “doesn’t want to read,” I simply think they would rather hear from a person talking about their experience using a new product as opposed to the company telling them how great it is, and take pleasure in putting a face to the person who is explaining how to baste the perfect Thanksgiving turkey. Whether the platform is actually conducive to this change in behavior or not, I believe that if social search has the potential to be profitable, TikTok will shift its strategy in order to capture that value. I am eager to see how this could potentially prove the power of following the consumer!

Sources: 

https://www.wired.com/story/tiktok-search-google/

https://www.youtube.com/watch?v=SaE1z4dZ4As

https://mashable.com/article/tiktok-search-engine-ad-google

QR codes to potentially flood the Super Bowl 2023 commercials

 

There is lots of talk about how all brands could be leveraging QR codes in their ads this year for the Super Bowl.  Coinbase did this particularly well in last year’s Super Bowl – so well that it nearly crashed the app it got so much traffic.

This is a clever tactic to drive customers right to a brand’s site.  Once they are there, the brand knows exactly from what entry point they entered the site, and they can then start collecting data about them.  Ideally they could ask for their email, and once collected start 1:1 communications with them and introduce them to the brand and start their journey through the marketing funnel.

It seems that once brands caught on to the success that Coinbase, and other brands had with this method, many other brands jumped on the bandwagon as well.  I’ll be curious to see how many QR codes are shown in ads this year.  In an ever increasingly digital world, the Super Bowl continues to be a major event to collect millions of eyes.  This is an extremely clever way of digitizing that reach and providing a call to action to do more than collect impressions, but to potentially collect and convert customers as well.