Posts Tagged: Super Bowl

Post Super Bowl 50: what’s the game plan for next year?

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.

Amazon super bowl 2016 alec baldwin

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? Read more on Post Super Bowl 50: what’s the game plan for next year?…

Super Bowl: boring and elitist marketing strategies

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?

superbowl

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.

Read more on Super Bowl: boring and elitist marketing strategies…

Super Bowl 50: How to amplify your advertising beyond the big event

Super Bowl 50 is almost upon us and the advertising industry and consumers alike are indulging in brand’s campaigns ahead of the event.

snickers super bowl 2016 marilyn monroe willem dafoe

Many brands have launched teasers for the sporting occasion. Already, we’ve seen Pokémon kicking off its 20th anniversary celebrations with their first ever Super Bowl ad and Marilyn Monroe and Willem Dafoe starring in Snickers’ campaign (pictured).

Advertising is key during Super Bowl, with last years’ game breaking TV records, but what can brands do to amplify their advertising strategy around the event?

Read more on Super Bowl 50: How to amplify your advertising beyond the big event…

Brand and performance: The stars align

The lines between brand and performance advertising strategies are becoming increasingly blurred.

WEB_mobile_gaming

Thanks to improvements in measurement technologies, which are able to track results across multiple devices, these two forms of advertising are no longer truly separate.

Due to its unique properties, this is especially true when it comes to mobile. In the next year or so, we’ll see the distinction between these two ad disciplines continue to fade.

Last year we saw companies like SuperCell, MachineZone and Eat24 run ads in the Superbowl. These are some of the largest and savviest mobile app developers in the world when it comes to user acquisition and they chose to invest in one of the most traditional ad platforms.

Read more on Brand and performance: The stars align…

Can video ads give your brand a sporting chance?

superbowllogo2012Major sporting events draw massive TV audiences and, in turn, substantial advertising revenue. During the 2014 Super Bowl a 30 second TV advert cost $4m – illustrating the value of this specific ad space. Brand competition for this year was fierce and with 164 million viewers tuning in to watch the Super Bowl, it seemed to be the case that the mass exposure justified this enormous investment.

However, due to a shift in viewing habits, TV ads are no longer the only way to advertise during the many highlights of the sporting calendar. These events now present huge one-off opportunities for brands to reach and engage their audiences on mobile devices and connected TVs – technologies that lend themselves naturally to video advertising. Read more on Can video ads give your brand a sporting chance?…

What Scarlett Johansson can tell us about the decline of TV

sodastream super bowl scarlett johanssonIf only every day was Super Bowl day. It’s a common wish for TV advertisers. The reason? On Super Bowl day they can rest assured that there’s often as much interest in the ad-breaks as there is in the game itself – especially if, as my colleagues in the US tell me, the game is as one-sided as it was this year.

Read more on What Scarlett Johansson can tell us about the decline of TV…

The most innovative ad from Super Bowl 48 didn’t happen on TV

Anna KendrickAs VW pointed out in its teaser ad, there seem to be a tried and tested formula for Super Bowl spots, which usually includes celebrities and/or animals, slapstick humour and very high production values. For the 48th edition of ‘the biggest show on Earth’ a lot of advertisers stuck to some variation of this creatively, which is understandable since a 30” spot on Fox can cost up to $4m. However, this year many more brands were thinking beyond airtime to tap into the cultural phenomenon that is the Super Bowl. Read more on The most innovative ad from Super Bowl 48 didn’t happen on TV…

Super Bowl – the rise of the advertising blockbuster

sodastream super bowl scarlett johanssonAs memories of mince pies and the Christmas ad battle fade away, the global television event of the year is almost upon us. Whilst Seattleites and Denverites are eagerly awaiting the Super Bowl to will on their team to claim the mantle of world champion, for others, it is the commercial breaks that are the real draw. This year is no different, with celebrity-laden adverts taking the limelight before and during the big day. But why is it that the adverts capture the imagination of people almost as much as the sport itself?

Read more on Super Bowl – the rise of the advertising blockbuster…

What’s the importance of the ‘always on’ approach?

There’s a lot of talk at the moment about the ‘always on’ approach. Agencies, clients, media – everyone has an opinion on why it’s something we should or shouldn’t be adopting, and what it actually means.

Some people say it’s the result of having instant access to data, rather than the previous 72-hour turnaround that Facebook used to make us wait for. Others claim it’s come about purely because social media doesn’t have an ‘off’ switch – and that people can access your content and interact with a brand at any time, anywhere. Read more on What’s the importance of the ‘always on’ approach?…

Advertising Week Europe – from web 3.0 and six seconds of story telling

Education, inspiration, connection, innovation and celebration. That is what I was told to expect when Advertising Week Europe (AWE) started on Monday and I must admit they pretty much kept to their word. There were a few things that stood out to me throughout the week most notably how we are on a slow move to Web 3.0 and the death of the TVC and rise of the six seconds of story telling. Read more on Advertising Week Europe – from web 3.0 and six seconds of story telling…

Read more on Advertising Week Europe – from web 3.0 and six seconds of story telling…