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BizReport : Blogs & Content archives : January 21, 2014

Brands: Top tips to ready for the Super Bowl

The line-up is set. The number one offence - the Denver Broncos - will face the number one defense - the Seattle Seahawks - in Super Bowl XLVIII on February 2. But the line-ups are a small part of the equation for brands and businesses planning to advertise during Super Bowl Sunday.

by Kristina Knight

Kristina: The 2014 Super Bowl is right around the corner - what trends are you seeing with online video that might impact Super Bowl ads?

Kelly Ford, Vice President of Marketing, SundaySky: I am very intrigued to see, and potentially shop, H&M's t-commerce ad. Although smart TVs have only been around for a few years, it was only a matter of time before an interactive, shoppable commercial hit this screen. It's refreshing to see ad-tech influencing broadcast commercials, especially in a way that holds ads accountable. This is an opportunity for H&M to drive purchases while still achieving brand awareness. The next puzzle piece for broadcast advertisers is leveraging the viewer's smart TV data profile to deliver highly targeted ads and adding a layer of relevance to the viewer's experience.

Similarly, Facebook's recent addition of video ads will create some overlap of ad content within our News Feeds on game day. Facebook's video ad magic lies in knowing the consumer across devices - from desktop to mobile. If the social giant follows H&M's suit to deliver ads via Internet Protocol television (IPTV), Facebook will have the opportunity to truly disrupt the ad space, both online and on TV.

Kristina: What can brands do now to get ready for the increase in online viewing during the lead-up to the Super Bowl?

Kelly: Brand advertisers understand that cross-channel campaigns are key to keeping their ads alive before and after game day. Many upload them to YouTube weeks before, hoping to drive higher viewership and even lengthen the ad's story by revealing teaser elements leading up to the Super Bowl.

More from Kelly and SundaySky later in the week, including how brands can continue Super Bowl ad conversations in the online space.

One of the impending trends we can expect to see revolves around the convergence of marketing and ad-tech. CRM data is typically used to power email marketing, but it is now being leveraged to target video ads to highly relevant viewers. Super Bowl advertisers can leverage this convergence by delivering ads online and using existing customer data to reach their target market. As marketers continue to look for a holistic approach to managing all their touch points within their target market, this is a prime time to introduce ads to the mix. Given the multi-million dollar price tag fixed to each Super Bowl spot, this ensures the ads perform accountably, too.

Image via Shutterstock

Tags: advertising tips, advertising trends, branded content, SundaySky, Super Bowl advertising, video advertising

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