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BizReport : Advertising archives : February 02, 2015

Report: Super Bowl advertisers dropped the mobile ball

Mobile optimization could have been a big boost to advertisers shelling out the $4.5 million required for a spot during Super Bowl XLIX. Except it wasn't for many brands. According to a new survey out from wywy fewer than half of Super Bowl advertisers properly optimized home pages to coordinate with ads and only about one-third optimized mobile screens to properly display products.

by Kristina Knight

"Many brands invested a significant portion of their annual marketing budgets on TV advertising during yesterday's game to reach the more than 100 million viewers with their message, yet they are still falling short on the basic marketing channels such as search and their own website," said Andreas Schroeter, wywy's co-founder.

Some interesting takeaways from the wywy report include:

• 48% of Super Bowl advertisers used 'appropriate' social media hashtags for their ads
• 18% did not connect websites with Super Bowl messaging
• 37% of advertisers had 'compromised visibility' on their product pages (website), 42% did so on mobile screens
• 20% didn't connect mobile sites to Super Bowl messaging

"TV-inspired viewers searching for the advertised product or visiting the website in one out of two cases didn't find what they were looking for, and recent research found that 78% of all screen time for consumers currently involves simultaneous use of a second screen device during the commercial break. With so many Super Bowl advertisers failing to connect screens for seamless storytelling, the advertisers really dropped the ball on the opportunity to reinforce their message and drive better consumer engagement," said Schroeter.

Image via Shutterstock

Tags: advertising trends, mobile marketing, super bowl advertising, Super Bowl XLIX, wywy

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