For advertisers, the Super Bowl is big business with this year probably having more TV viewers than ever before, and big buck TV advertising involved. Advertisers are realising that being in the game is not enough (and, in some cases, not even necessary) as social media and the sheer newsworthiness of the event makes the Super Bowl about so much more than game day.
With such a high proportion of the TV event being advertising, the ad content is always highly anticipated and very much part of the experience for fans. This is why the Super Bowl is such a unique opportunity for brands; money can’t buy earned conversation and engagement which is only possible in digital spaces. What learnings can we take away for 2017?
The second post in a week-long series. Today, how mobile-first app brands are changing the nature of communications, particularly mobile social networks.
Emerging social media, messaging and dating apps are encouraging users to adopt new forms of communication and content, leading to a rise in chat acronyms, Emojis, stickers and icons, hashtags, vines, image posts and vertical video streams.
The Mediterranean diet is often touted as one of the healthiest out there.
As long as you go easy on the ouzo. But now it’s even healthier, and even more delicious, thanks to a new range of antioxidant chocolate.
Yes, we know it’s a bit boring to bang on about antioxidants – and we’re as repulsed by goji berries as anyone with at least one working taste bud – but hear us out.
It’s Pancake Day, otherwise known as Shrove Tuesday.
#PancakeDay is trending on Twitter, boosted by brands celebrating and offering advice about how people can buy, cook and eat their eggs, milk and flour before Lent.
The Big Four supermarkets have all prepared for #PancakeDay with recipes and ideas that encourage a little overindulgence in the kitchen.
Other big names including Xbox, Red Bull and British Gas have jumped on board with some imaginative tweets.
After a great deal of industry speculation, it looks as though BT will keep the EE brand alive post-acquisition.
Often following an acquisition the two brands unite under one name, so what are the implications of maintaining two separate brands with already established identities under one umbrella?
By following this approach BT is creating a House of Brands as opposed to uniting every division under one name within a single Branded House.
Let’s consider the upsides and downsides of this approach.
Apparently Gangnam Style has been seen by more people than there are on the planet, Twitter is more popular than TV and Generation Z learn to Snapchat before they can walk.
I may be a little fuzzy on the details, but that doesn’t matter because the broad conclusions are unmistakable.
Social media is where people are at, so your brand needs to be there – fishing where the fish are and all that.
Social media gives brands a new way to get closer to customers by engaging them in ‘social’ conversation.
It’s clearly a compelling story because billions have been spent to give brands an ongoing Facebook, YouTube, Instagram and Twitter presence.
It’s certainly worked out for Mark Zuckerberg, but what business impact has it had for the brands that pay for the platforms?
On the face of it ad-blocking would seem to be working in the consumer’s interests, allowing them to block the content they don’t want to see, reduce data load and deliver a better overall online experience.
If ad-blockers had the potential to give consumers more choice around the content they see, enabled us to develop better ways of delivering that advertising and subsequently the content improved, I’d be all for it.
But let’s be honest with ourselves, this is a doubtful scenario.
I wonder how many of the “1 in 7” people using ad-blockers know about the acceptable ads programme that whitelists a reported 70 publishers currently?
Isn’t it time mobile technology was used to wrestle the marketing value of the world’s most watched sporting event out of the hands of the super rich brand elite?
There’s nothing like the Super Bowl to remind you just how ludicrous brand advertising budgets can be. Total Super Bowl ad spend for this year’s event was predicted to hit US$377 million – a new record, according to the Advertising Age Datacenter.
The average cost of a single 30-second ad was $4.8 million1, 7% up on last year. This is, of course, on top of the millions spent on producing the commercial itself.
Location is becoming key to making the most of our favourite services, and it seems we are increasingly willing to allow our whereabouts to be identified if it will provide us with greater convenience.
We can order a taxi to arrive in minutes via Uber, find an emergency coffee at the nearest Starbucks and even search the crowds for our ideal partner with happn – a dating app that uses location technology to connect users with people they have crossed paths with on the street.
All of these futuristic capabilities have been made possible by advances in location-based mobile technology, such as wifi, GPS, and other propriety solutions.
Marvel fans are pretty hardcore. In fact, the hardcore scale goes like this: normal people, bungee jumpers, green berets, Marvel fans.
So it’s nice to hear how the guys behind superhero flick Deadpool rewarded their most dedicated devotees – with a celeb-filled screening of the film, a whole month early.
Fans in the US arrived at the event expecting to get a sneak peek of some unseen footage. But in fact they were treated to the movie itself, way ahead of schedule, along with appearances from stars and creatives.