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BizReport : Advertising : February 06, 2015


Reports: Messaging apps rule Super Bowl XLIX, top ad winners

One more word on the Super Bowl: messaging apps helped to push brand messages along throughout the game. That's the takeaway from a new Flurry report, and new data out from Fluent shows us which commercials won at brand recognition.

by Kristina Knight

First, Flurry is reporting that messaging apps were key for brands throughout the Super Bowl. According to their data, accumulated between 3:15pm and 7:30pm Pacific Time, messaging apps outperformed other online sessions. The 'baseline' for typical Sunday afternoons is 100, during the Super Bowl messaging sessions ranged from 110 to more than 140.

"The jerky nature of our attention during the Super Bowl suggests that when we see something on the screen that grabs our attention, we immediately turn to our devices and apps to discuss what we just saw. A great example of this is the Budweiser Pac Man commercial. At 6:29 p.m. we put our phones down to watch the real-life arcade game, but at 6:30 p.m. picked them right back up. This suggests a big opportunity for advertisers to amplify their message by continuing the campaign within apps," was written in the report. Other interesting findings include:

• During halftime app usage dipped more than 10%
• App activity spiked during popular commercials like the Always "Like A Girl" campaign
• App activity plummeted again during the end zone fight near the end of the game

Meanwhile Fluent is reporting on the biggest Super Bowl winners and losers. Among the winners: Loctite and Mophie. According to Fluent's analysis Mophie's "All Powerful" campaign resulted in 36% post-game brand recognition lift while Loctitle's "Win At Glue" dance commercial resulted in a 14% brand recognition spike.

Other interesting findings from Fluent include:

• Jeff Bridges chanting increased Squarespace's brand recognition about 9%
• Wix's campaign featuring ex-NFL players resulted in an 8.7% brand recognition lift
• WeatherTech's car mat adds didn't increase brand recognition at all

Image via Shutterstock

Tags: advertising, appvertising, mobile apps, mobile marketing, Super Bowl XLIX










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