Every year, brands around the world spend millions of dollars for 30 seconds in front of the largest audience television can provide. This year’s commercial spot is said to have cost a whopping $5 million. That’s a lot of pressure. As a marketer you have to decide what your messaging is going to be and how it is going to capture the attention of wing-eating, beer-guzzling viewers who are tuning into the sports event of the year.
Big brands Doritos and Pepsi, both opted out of hitting the screen during Super Bowl LI. Are more brands realizing reaching their audience digitally is more worth their dollars?
Running a digital campaign prior to the Big Game can help a brand tell a story and build a buzz leading up to their Super Bowl commercial. Many are opting to only use digital strategy all together.
Traditional broadcast advertising is great if you are looking for brand awareness. Acquiring a possible 111.3 million impressions from Super Bowl viewers comes out to about $0.04/impression if you are paying the average $5 million advertising pricetag. Not a bad deal. But if you are looking for conversions and traceable data – digital is the smarter option.
Digital advertising helps further your brand’s story and draws more engagement than traditional tactics. With many viewers taking to Facebook and Twitter to see their friends’ updates and live news; that is the place to reach them.
For a fraction of the commercial costs, we owned a Super Bowl SEM campaign that scored big results in the weeks leading up to the most watched sporting event of the year. Acquiring over 1.1 million clicks, almost 90 million impressions with low CPC, the campaign was a huge win for our client and driver of sales and awareness. Those results rival the 111 million you get from the TV audience and a third of them came back to the site 2+ times. We passed on the Hail Mary and drove the ball home for success.
Need help upping your digital game? Give us a shout!
