Companies spent millions, typically more than a tenth of their total annual marketing budget (per Kantar Media) on a single event to air their commercials during Super Bowl 46 yesterday.
Some notable Super Bowl ads have created companies (GoDaddy for example which generated 5 million web hits in their first year and increased the company's market share from 16 percent to 33 percent over the next few months and stands at 50 percent today), and other campaigns have saved companies (eTrade).
What constitutes an effective Super Bowl Ad?
Demonstrable ROI based on a trigger event (join our online community for example) and building brand: being memorable, engaging, and emotionally connecting.
Many firms looking to build their brand, monitor metrics such as Brand Recall, Likability, Purchase Intent, etc.. But in a world with social media, FaceBook, and Twitter rule; there is a real opportunity to ENGAGE the audience. An engaging ad campaign triggers a website visit, a Google search, a tweet or retweet, FaceBook fan-page Follow or Like, and word-of-mouth referral.
It’s not about buying a Super Bowl ad to reach the 100m audience, it’s about creating a community – most commonly an online community that truly generates the greatest ROI.
The majority of the Super Bowl audience expects the commercials to be the best part. So they have to be memorable, engaging, and trigger oriented as advertising is supposed to sell and not be pure creativity for the sake of creativity. Failure to apply demonstrable ROI to any and all marketing is wasteful.
Watch all the Super Bowl ads here.
Subscribe to this B2B marketing focused blog: Follow Blog
Comments