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BizReport : Social Marketing : January 30, 2015


Surveys: Why social, mobile might rule the Super Bowl

Social media may do as much for brands during the upcoming Super Bowl as the actual ads on television. That, according to two surveys, because while fans will be watching they will not 'only' watch the game on television.

by Kristina Knight

"Digital had better not be an afterthought for Super Bowl advertisers this year--brands need to be thinking how to inspire mobile action, social engagement and audience development with ads and not just "brand" or win somebody's subjective poll on which was the best ad," said Jeff Rohrs, VP of Marketing Insights at Salesforce Marketing Cloud. "In many ways, all marketing is now direct with more than three quarters of viewers watching TV with a mobile device in hand. Brands that will see the most ROI from their Super Bowl ad spend will be those that build audiences and/or leverage the direct response power of the smartphone."

New data collected by Salesforce indicates social media will have a big impact on the Super Bowl - from viewers sharing their favorite commercials via Twitter and Facebook to people following Super Bowl hashtags to engage with brands. Some interesting takeaways from the Salesforce report include:

• 66% of Super Bowl viewers will use Facebook during the game
• 43% of viewers between age 18 and 24 will use Snapchat
• Younger viewers are more likely to use Twitter than Facebook while older viewers are more likely to use Facebook than Twitter
• 61% of viewers will use their smartphone while watching the game
• 72% (aged 18-24) will watch with smartphone in-hand, 70% of 25-34 year olds will do the same and 62% of 35-44 year olds will do the same

New data out from SOASTA is similar to that found by Salesforce researchers. According to SOASTA about one-third of mobile device owners will use social apps like Facebook and Twitter during the Super Bowl; they'll also be looking to apps from ESPN and Sports Illustrated to stay on top of the game and ads. But, SOASTA researchers stress, mobile will be the big game changer.

"It's the two minute warning for companies to optimize their web and mobile performance for the Super Bowl," said Tom Lounibos, CEO of SOASTA. "Millions of fans will be going online during the game to watch a live stream, keep up with scores and share the game's best ads on social networks, all with the expectation of a great user experience. Our research shows that consumers will avoid poorly performing websites and apps, so it's critical for advertisers, retailers and online sites to continually test and monitor their apps to ensure optimal performance before, during and after the Super Bowl."

More than half of Millennials will be using smartphones or tablets to multitask during the game - using video apps and social media sites like Vine to connect with friends. Millennial men (84%) are more likely than women (56%) to multi-task during the game.






Image via Shutterstock

Tags: advertising trends, mobile marketing, Salesforce, SOASTA, social marketing, Super Bowl 49








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