Advertising on the Super Bowl is viewed
as part of the entertainment itself
which makes it totally unique.
People will watch the Super Bowl
primarily to watch the ads if they're not
particularly interested in the game. In
fact, several studies have shown that
about half of people are watching the
Super Bowl primarily to watch the ads. It's the
only program where people will take a
bathroom break during the game or during
the show in order to make it back in
time for the ads. The one thing that still makes
Super Bowl so attractive for a major
advertiser is this massive ability to reach
this audience and then leverage it into
these digital platforms so that you've got
this really wrap around support system
that really engages consumers then
you've got this massive opportunity that
you just can't find anywhere else so
unlike other you know advertising on
primetime or some of these other
options,
the Super Bowl just is different and a lot of
marketers would say Super Bowl
advertising is more important now than it
has been in the past as this one shining
star of traditional advertising that can
get you a whole lot of play in other media.
The best ads have this really strong what
we would call brand linkage the brand is
a part of the story and maybe even is the
hero of the story so that you couldn't just
take that brand out and put any other
brand in its place. Doritos has been
really good
over the past 10 years or so of doing
these funny little quirky ads but it's
always a situation where the chips are
part of it
the chips are part of the story and so no one mistakes
it for anything else. My favorite
Super Bowl ad of all-time is really old
school it's Larry Bird and Michael Jordan
and they're playing horse for a Big Mac and fries.
But one of the really interesting things
about that ad is that it wasn't a hugely
successful ad in fact it has this really
interesting marketing story behind it so
the recall for that ad was massive when you
went out on the street the day after the
Super Bowl and ask people,
"Hey what ads do you remember seeing which
were the best ads from last night's Super Bowl?"
Inevitably people would say, "Oh that Larry Bird ad oh
that Michael Jordan Larry Bird ad that was really great"
But the next killer question is, "Who
was the ad for?" In this case it
wasn't that people were like, "Oh gosh I actually don't know"
They thought they knew and
they were absolutely 100%
confident that that was a Nike ad because
of Jordan's affiliation with Nike. With the
increase in the importance of social
media or the availability of those
channels for consumers to directly comment
on your advertising, it has become a much
bigger risk in terms of doing something
negative. Companies really do need to carefully
vet their advertising and
and do their homework ahead of time to
make sure that the reaction from not just their
target market but other people
outside their target market is going to
be a positive one.
You know everybody's watching the
Super Bowl it's not a narrow demographic
where you can really just speak to 18 to
24 year old males or whoever your target market is
even if it's
something that your target market would enjoy
you've got you know a 100 million
other people who are also going to see
it and have the ability to comment on
it call you out so that can definitely
cut both ways and smart advertiser's make
sure that buzz is going to be positive. Super Bowl
advertising in the past you know was
largely just a 30-second commercial
and there weren't a lot of other methods to
employ or other techniques to employ. Now
a Super Bowl ad is not just the ad but it's
also going to have all of these other
opportunities to be leveraged before the
game, during the game, after the game. A
big trend now is finding ways to really
allow your users or your consumers to
engage using a hashtag encouraging
users to develop a post a tweet an Instagram
a photo
a video that shows their way
of interacting with a brand and then you
know directing it to the brand using a hashtag
and then a massive audience can then also see
this personal connection that consumers
have with brands that just simply didn't exist
before and now you really see brands
using that in a smart way and and finding
that they have to leverage it in that
way if they really want to get their
money out of their Super Bowl investment.
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