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BizReport : Advertising : February 18, 2013


Top 3 ad lessons from Super Bowl XLVII

While the Super Bowl or the Grammy's or the Oscars may seem above the ad budgets of most advertisers, the payoff from advertising on these big events can be felt for a long time. Here's one expert's take:

by Kristina Knight

Kristina: What are the top 3 ad lessons brands should take from the 2013 Super Bowl?

Kelly Ford, VP of marketing, SundaySky: Posting teaser content, or even the full spot, online before game day is a must. Not only does it boost viewership and brand recall, it allows consumers to share the spot, building buzz for the brand leading up to the game.

Secondly, provide an opportunity for consumers to engage with the ad beyond the 30-second airtime. This year, the majority of spots contained a Twitter hashtag or online call to action. Brands and sponsors across large, cultural events - such as the London Olympics, the presidential election, and the Super Bowl - ensure ads are engaging consumers across video, mobile, social and search.

Finally, plan TV and video advertising together for smarter media buys across all screens. Last year, brands recognized that online video advertising is a direct complement to TV and the two should be aligned. This year marks the first that advertisers will buy the two mediums in tandem. Deliver companion video ads online, targeted to a relevant audience, to extend the campaign reach.

Kristina: As advertisers look ahead to next year's Super Bowl and other big events, how can they create a strategy that will capitalize on a short ad?

Kelly: In order to capitalize on 30 seconds, brands can leverage big data within aligned TV and video strategies. By activating available data, such as the consumer's device or relevant situational attributes, brands can deliver smarter online ad experiences.

For instance, next year's GoDaddy.com ad could target recent online visitors or consumers researching a competitor's site. A Volkswagen commercial could engage with customers on mobile devices within a certain radius of a dealer and include the dealer location relative to the device's geo-location. Or when Amy Poehler buys noise-cancelling headphones from Best Buy in a TV spot, an online video ad could target look-alike customers and present a "time remaining to purchase" promotional offer for the product.

Leveraging customer and advertiser data in real time allows 30-second Super Bowl commercials to perform to their potential. An advertiser's ability to access and use this data in real time for ad delivery and consumer engagement will be a competitive game changer for brands next year.

Tags: event advertising, online video, SundaySky, video content, video trends










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