The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
SYDNEY: Tourism Australia’s viral campaign ‘Dundee’ aired at the Super Bowl this year, but the ongoing benefits of the campaign have been through programmatic spend, customer journey-mapping and consumer data analysis.
Brooke Hemphill, Event Reports, Programmatic Summit, March 2018
Tourism Australia’s viral campaign ‘Dundee’ aired at the Superbowl, but the ongoing benefits of the campaign have been through heavy programmatic spend, customer journey mapping and consumer data analysis.
NEW YORK: The parody of US advertising tropes displayed in this year’s Tide Super Bowl advertising not only gained critical plaudits and popular acclaim for the Procter & Gamble-owned detergent brand, but also boosted brand metrics and ...
MINNEAPOLIS: Preliminary estimates of in-game ad expenditures for Super Bowl LII indicate that a total of $414m was spent – which would be the second largest amount ever after last year’s game which generated $419m.
DANA POINT, CA: Snickers, the chocolate brand owned by Mars Inc., took a strategic risk with its spot for last year’s Super Bowl, and believes the benefits of this effort have run much deeper than attracting attention during the big game.
NEW YORK: Average viewing figures for the regular NFL season and the playoffs were down but Sunday night’s Super Bowl remains a major draw for advertisers who will spend more than $5m for a 30-second slot during NBC’s coverage.
CATONSVILLE, MD: The benefits from Super Bowl advertising persist well into the rest of the year, according to a new study which notes increased sales during subsequent major events in the sporting calendar.
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
Successful brands allocate 13% of their media budgets to OOH.
Out of home CPM is routinely lower than the all media average.
Out of home accounts for 8% of global display adspend.
Digital's share of global out of home adspend is expected to rise to 45% by 2021.
A blended schedule can achieve the benefits of digital impacts with affordable reach.
Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.