News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Study: 1/3 Super Bowl impressions lead to engagement
The biggest football game of the year - the Super Bowl - isn't so much about football anymore as advertising. But, according to one new study only about one-third of those exposed to Super Bowl ads (31.66% to 39.50%) will actually convert based on that ad.
With Super Bowl ads averaging $4 million dollars, brands need a strong showing - both during the game and after - to recoup that investment. The study data, from BrandAds, indicates both Hyundai and Budweiser saw significant brand lift (37% to 39% increase) following the Super Bowl. Brands who did not see a good return on their investment were Chevy, Chrysler and Jaguar; other brands, like Jeep, Sonos and Sony should see a good ROI, say the experts.
Meanwhile, the Super Bowl wasn't lost on mobile viewers - or advertisers. According to new data from FlxOne many advertisers took advantage of real time bidding (RTB) options to control costs. Flat bids of $35 during the game cleared a $2.95 average CPM; before the game RTB CPMs averaged $3.48. Newspaper websites took advantage of viewers' interest by serving ads on game-relevant websites including SeattleTimes.com and DenverPost.com as well as westword.com and seattlepi.com.
One experts points to publisers' use of RTB as a trend to watch moving forward.
"Imagine being able to reap the rewards of using multiple platforms, but still maintaining a centralized approach. Being able to consolidate monitoring, reporting, and analytics in one place, but optimizing your efforts via multiple platforms could be the best of both worlds. This marriage made in cyberspace could empower agencies and trading desks to better serve their clients, advertisers as well as publishers. More value, better efficiency, and improved results are up for grabs. Will you be smart enough to reach for them?" said Matthijs Keij, co-founder and CEO, FlxOne.
Finally, eXelate's data indicates about 60% of Super Bowl viewers checked their mobiles during the game; about one-third watched with phones in-hand. Other interesting findings include:
• Mobile use increased 27% during the game
• Washington mobile users increased mobile use only 4%
• Colorado mobiles showed a decrease in mobile use of 12%
• Most checked in with their mobiles during halftime
Image via Shutterstock
- Research reveals extent of secondary revenue generation among UK retailers
- Report: Bot attempting to steal gift cards
- Ad Roundup: Analysis basis for releases, expansions
- Half of UK charities have no digital strategy
- Trends to watch for video in 2017
- 78% of over-55s uncomfortable with concept of stores run by robots
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...