Super Bowl Digital Advertising Madness


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SuperBowl461.jpgSuper Bowl is upon us as is the advertising madness around. There are a few key themes that will hold true this year for sure and are already surfacing:

1. Releasing ads online early is becoming table-stakes. Nearly everyone seems to be doing this and with good reason. It's about building momentum into the Super Bowl typically done with a mixture of paid and organic promotions of the TV ads online.

2. The smarter advertisers are constructing narratives around teasers, the TV commercial and what should happen after the ad airs. Some are even focusing on second screen social TV experiences (we being one of those).

3. A much smaller subset of advertisers are recognizing that there's more to the Super Bowl than just the advertising or their own advertising. As a result, they have a more integrated, cohesive strategy build around the entirety of the Super Bowl experience. More will move in this direction next year.

4. Hashtag mania is taking hold. Lots of advertisers will be promoting hashtags. Many over their Facebook urls or website address. Time will tell whether these are valuable or if they get lost in the clutter of the moment. How many people will use those hashtags that are promoted?

5. Ad-meters galore for certain. Last year we got to experience lots of different ad meters. This year there are going to be even more with many varied measures of success. What's certain every advertiser will probably have at least one meter that they will be able to point to and say that they did well! In another year or two, the ad meters will reduce in number.

For more on the Super Digital mania, read this Reuters piece and this Ad Age story where our Pepsi plans are discussed (there's more detail in the Ad Age story)


Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.

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