News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Brands: How to improve your Super Bowl ROI
In 2013, the cost of a :30 second video spot during the Super Bowl started at $4 million. A hefty sum for any sized business, and one that keeps many brands away from big event advertising. One expert explains why this type of spot can be a good investment, and offers advice on making the most of the exposure.
Kristina: In reference to Super Bowl ads costing nearly $4 million this year for a 30-second spot, is that a good return on investment considering the tremendous ratings and social media chatter during the event?
Kelly Ford, VP of marketing, SundaySky: Ultimately, ratings points and social impressions don't directly affect bottom line results. The $4 million price tag for 30-seconds of branded TV equates to buying much more space online, where ads can be more targeted and active for longer periods of time. However, the drawback of a digital alternative is the potential missed opportunity of the water-cooler effect; if an advertiser does something great on TV, everyone discusses it the next day. The $4 million Super Bowl ad spot is not a smart investment as a stand-alone spot, but brands recognize that leveraging the ad across multiple marketing channels and screens allows for further and deeper consumer engagement, and that does pay off.
Kristina: What can brands do, now, to maximize their Super Bowl Ads?
Kelly: Even now, brands can maximize the investments they made during the Super Bowl broadcast to work across all media screens for maximum exposure and optimum consumer engagement.
Brands should hold their Super Bowl ads accountable to perform online. Beyond 30-seconds of branded TV airtime, advertisers can leverage this expensively produced content for online video ad campaigns. They need to keep in mind though, that there are drawbacks to just repurposing a 30-second spot that was made for a mass audience of more than 100 million viewers; online, one size does not fit all.
Advertisers can be much more targeted with online audiences by using contextual video ad placements or retargeting video ads to consumers who already expressed interest. These are some tactics brands can use to fully maximize their Super Bowl ads and ultimately extend revenue potential, delivering true financial benefit and return on such a high investment.
- Value of price comparison providers revealed
- Commuters highly engaged and active mobile audience for brands, retailers
- We2 to connect NYC's retailers and consumers via 'social WiFi'
- Consumers rate email as most relevant and accurate of all channels
- Research: Silver surfers feel undervalued by retailers
- Global PC sales fall for sixth consecutive quarter
- Releases evaluate content, make file sharing simpler
- Responsys: Mobile pushing conversions
Featured White Papers
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...
- 10 Tips to Make your Facebook Content Newsfeed-Worthy
There's only one surefire way to reach the heart of your Facebook Fans: the newsfeed. And for brands, that means...
- Benefits of Web Self-Service
Customers want to solve their issues quickly and easily on the Web. Here we provide 3 recommended capabilities to invest...
- Google Hummingbird - The Marketer's Guide
Hummingbird is the most dramatic change that the Google search algorithm has seen in well over a decade....
- Worksheet: Are You Ready for Marketing Automation?
Use this worksheet to determine if your company is ready to use marketing automation. Regardless of your score, there's good...
- Wiley's Modern Marketing Book Bundle - A Free 163 Page Sampler
This Wiley e-book bundle includes selected materials from 6 recently published titles in Wiley's expansive catalog of titles. The material...
- 5 Recurring Revenue Growth Secrets
Your existing customers are the lifeblood of your business and the revenue that they provide is your most profitable. Why...