The continual chatter on my blog post featuring Nick Utton from eTrade (not a lot of fans of the new babies) got me thinking about how we watch Super Bowl ads.
Do you mind anymore if someone is chatting during the break or do you realize you’re just going online to watch them later anyway? Let’s face it a GREAT ad can get more views online in the months following the game then the 100million that see it during. (without giving numbers, the 2009 eTrade ads definitely have been viewed more online than the 2009 Super Bowl.
From Matt Miller: President & CEO, (AICP) Association of Independent Commercial Producers
This year, one of the biggest questions has been, "is a Superbowl ad still worth $2.5-3M?"-- and most definitely the answer is yes-ish. I'm not sure of the price tag you put on it, which is set by demand, but the Superbowl ad has never been as effective in engaging a huge audience.
This year's story was all about engagement, and after all, isn't that the goal of marketing? Some advertisers started with allowing the audience to compete to create the ad that would be shown on their sites (Doritos), some created ads and allowed the audience to vote for which ones would run (Bud), some gave a back story pushing the audience to the site a head of time to lead into the ad that would be televised (VW), and all just enjoyed the after live of PR, You Tube and the water-cooler to dissect the best creative executions.
What we saw was a massive audience of over 100M watching the game (and the ads) and even a larger audience engaging with the brands before during and after the game via their sites, and various social media platforms. What we learned was the most extensive example to date of how broadcast media and digital media can exponentially enhance a well structured cross platform marketing investment.
I know we’d all like a $3million search campaign or multi-screen campaign that we think would/could outperform a 30sec spot, but with the extension to viral, if you do it right, the mix of traditional and digital can be powerful!