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  • admin 9:53 am on January 27, 2016 Permalink
    Tags: Bowl, , , , ,   

    What Marketers Can Learn From The Evolution Of Super Bowl Ads 

    Tablet computer with handThe Super Bowl is the priciest commercial time on TV. Over the past decade, the average rate for a 30-second ad during the Super Bowl game has increased by 76%, and this year, a 30-second spot will cost almost $ 5 million, according to Kantar Media. 

    But the price isn’t the only thing that’s trending upward. Kantar Media’s research has also found that Super Bowl ads are increasingly:

    • Prevalent. The past six Super Bowls have been the most ad-saturated in history. Each has included more than 47 minutes of commercial time. During the big game on February 7, ads will take up nearly 50 minutes of the broadcast.
    • Long-form. Many Super Bowl advertisers now opt for long-form commercials. Kantar Media says that’s part of an effort to tell a deeper story and further engage viewers. In the past two games, 37% (2015) and 40% (2014) of brand ads were 60 seconds or longer, the highest shares since at least 1984. By comparison, the normal proportion of long-form ads on broadcast networks is about 6%.
    • Part of a larger social media engagement strategy. Kantar Media’s research shows that hashtags are now the most popular call-to-action mechanism. Last year, 57% of non-promo ads (34 of 60) contained a hashtag, while less than one-half had a URL. Only 5 percent of ads mentioned Facebook.

    What can marketers learn from these trends?

    • Data helps you determine which investments are worthwhile. Super Bowl placement is no guarantee of success, and no one invests $ 5M+ on a whim. Your marketing campaigns need to be guided by data driven solutions. That’s the only way you can tell with certainty what works, and what doesn’t. Some brands have bowed out of Super Bowl 50. For instance, Nissan and Ford are focusing their resources elsewhere. On the other end of the spectrum, LG will be appearing for the first time, and Taco Bell will be returning after an absence of three years.
    • Engagement is key. Today’s consumers are flooded by marketing, and it’s impossible to stand out unless you can make relevant, meaningful connections. Without relevance, relationships are short, attention wanders and marketing campaigns fall flat.
    • Multi-platform use is on the rise. The evidence is mounting that people want to consume media using their own personal digital ecosystems. They’re seeking out an individualized experience. They want to control what they’re seeing, as well as when and how they’re seeing it.

    Underlying ALL of this is the undeniable trend toward Individualized Marketing.  In a global survey released around the time of last year’s Super Bowl, Teradata found that nine out of ten marketers see Individualized Marketing as the future.  So it is clear:  To optimize your $ 5 –  $ 10 million television advertising investment, and extend both its real-time and long-tail reach into loyal customers and new prospects alike, your integrated marketing strategy must include digital / social marketing, insightful data management, and sophisticated analytics so you can show the return on this hefty marketing investment.  Doing so will also help you set the stage for confidently discussing your Super Bowl 2017 marketing budget. 

    What are you plans for Super Bowl 50?  Share your ideas below!  

    The post What Marketers Can Learn From The Evolution Of Super Bowl Ads appeared first on Teradata Applications.

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  • admin 10:17 am on January 31, 2015 Permalink
    Tags: Bowl, , ,   

    Are Super Bowl Ads Worth The Cost? 

    trophyDeflategate” has dominated the conversation over the past week, but most marketers I talk to are interested in something else entirely. When it comes to the Super Bowl, we want to know what’s happening with the advertising.

    According to Money, an ad for Super Bowl XLIX costs roughly $ 4.5 million for 30 seconds of air time, up $ 500,000 from 2014. That works out to $ 150,000 per second. If you’re like me, I’m sure you can’t help but wonder, “Is it really worth it?”

    The answer to that question is complicated and naturally, will depend on who’s responding. But, you can’t discuss Super Bowl advertising today without considering that:

    • Results from the past two years have been less than stellar. The advertising consultancy Communicus tracks changes in the purchase behaviors and intentions of individual consumers and relates these to their Super Bowl commercial engagement. In both 2013 and 2014, Communicus found that four out of five Super Bowl commercials failed to deliver when judged against this standard.
    • Big names, and especially automakers, seem less eager to participate. AdAge reports that there will be about 15 new Super Bowl advertisers this year. The Wall Street Journal says it’s the largest group of first-time sponsors since the dot-com boom.
    • The winning game plan is increasingly elusive. Calculating the ROI of a Super Bowl ad is more complex than ever. What role does social media play? How does real time marketing during the game factor in? (Remember the big wins from brands who tweeted during the half-hour blackout in the middle of Super Bowl XLVII?) Should Super Bowl ads be released ahead of time to capitalize on pre-Game buzz? (Many are on-board with that strategy, but an informal poll by ESPN’s Darren Rovell suggest the answer is “no.”)

    POLL RESULTS: Hey Super Bowl advertisers, 89% of fans say they don’t want to see your ads ahead of time pic.twitter.com/chTUa2AxuN

    — Darren Rovell (@darrenrovell) January 24, 2015

    So, that leaves me circling back to the questions at the heart of all marketing: What do consumers want? What do they respond to? How can we make marketing “really worth it?”

    Well, there’s one thing I know for sure. Whatever it is that consumers want and respond to has changed tremendously since the Super Bowl started in 1967. Today’s consumers have lost patience with traditional marketing campaigns and customer experiences that are fragmented and piecemeal. These days, they want individualized attention, and they’re expecting to connect with you in ways that are dynamic and meaningful – not flash-in-the-pan, one-size-fits-all.

    What can you do to offer that?

    You can combine people, technology and systems through processes like data driven marketing.

    Remember: As your customers interact with your brand across channels, they provide you with incredibly detailed information about their preferences, interests, wants and needs. You have what you need to create an individualized experience if you’re willing to dig into that goldmine of data and draw out the insights to make it happen.

    Of course, that’s a big (italicized and bold) “if.”

    Our recent research shows that data-driven companies are more likely to outperform their competitors when it comes to profitability. However, nearly six out of ten of those we polled (57 percent) believe their company does a poor job with capturing and disseminating important business data. In addition, two-thirds said that some departments have much better access to data than others.

    While CEOs are less aware of the problem (only half agree it is the case), lower-level managers are very vocal about it. Eight in 10 senior vice presidents, vice presidents and directors agree that data are unequally available, and at the same time, 42 percent of respondents find access to data cumbersome and not user-friendly, further exacerbating the data-availability problem.

    Getting past hurdles like these is no small task and will require leadership, collaboration and innovation. Some might even say it’s more difficult than creating a winning Super Bowl ad – or winning the Super Bowl itself, for that matter. But when you start effectively integrating data, technology and people, you’re on your way to driving more revenue, and for most of us, that kind of victory is even sweeter than the Vince Lombardi Trophy.

    The post Are Super Bowl Ads Worth The Cost? appeared first on Teradata Applications.

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