This Super Bowl was one for the history books: Baltimore held on to top the 49ers, Beyonce conquered the stage and Oreo capitalized on a 34-minute blackout with a speedy social response. From a branding perspective, advertisers, agencies and media are racing to analyze results and rank Super Bowl ads – the fruit of months of planning and labor.
Super Bowl XLVII drew 108.7 million viewers from 53 million homes. TV ads, still the main focus of branding during the game despite digital and social media, cost $4 million per 30-second spot, not counting production and creative costs. This year, DG delivered 80% of the total TV ads and was on site at CBS to ensure every technical and creative detail of the pricey spots ended up on the big screen without a glitch.
Perennial favorites like Doritos, Budweiser, Taco Bell, Dodge, Chevrolet and America’s Milk Processors were all present, delivering a mix of slap-stick and tear-jerkers. Nielsen’s recall index rated the Doritos “Goat-4-Sale” ad as the most recalled by its panel, with a recall rate 1.38 times that of the average Super Bowl ad, followed by Taco Bell’s “Goodnight Mr. Goldblatt” and GoDaddy’s “Two sides to GoDaddy” with 1.37 and 1.30,... Read more
Archive for Michael Froggatt 
Super Bowl Ads: Behind the Scenes
Viewable Impressions Send Engagement and Relevance Soaring
Viewable impressions, display ad impressions actually in-view to the user, are a hot topic that continues to gain steam in the digital advertising industry. The Making Measurement Make Sense(3MS) initiative, a coordinated effort by the IAB, 4A's, the ANA and others recently engaged the Media Rating Council (MRC) for certification. I won’t get into the timeline or details, all of that is available on MeasurementNow.net, but the most important and talked about point is the intention to shift digital measurement from a "served" to a "viewable" impression standard. Viewability is based on the MRC/3MS recommended definition of at least 50% of pixels in-view for one second.
As we delved into internal data on viewability, we uncovered new insights about campaign performance. Metrics from impressions that never had a chance to be seen by a consumer were dragging down overall performance; by eliminating extraneous impressions, we saw performance increase dramatically.
In a preliminary analysis of approximately 7.4 billion rich media impressions recorded worldwide during September 2012, we quantified the connection between campaigns with a higher aggregate viewable rate and higher engagement metrics. Worldwide, click-through rates (CTR) of viewable impressions based on the proposed 3MS standard were 0.34% compared to 0.22% for all rich... Read more
