It’s been reported that, on average, companies spent $3.5 million for a 30-second spot during Sunday’s Super Bowl, reaching a TV audience estimated at more than 100 million viewers. While TV is the main channel for Super Bowl ads more advertisers are incorporating digital elements into their spots and using digital to make the ads go viral – extending beyond viewers who are simply watching during the game.
Last year, consumers and advertisers shared Super Bowl ads over YouTube – making them more viral than traditional advertising. This year, retailers and brands incorporated digital elements by adding mobile apps so consumers could interact with a campaign or play a game that ties back to the advertised product. For example, the PepsiCo “Star Wars” campaign has limited edition bottles and a “Star Wars” mobile game. Others used social media channels and online contests to create hype around their ad, such as Doritos’ “Crash the Super Bowl.”
This week at the iMedia Brand Summit, I spoke about new strategies these advertisers can implement in the coming days and weeks to extend the life of their lofty investment and reach buyers. In order to extend the reach, accuracy and effectiveness of TV spots,... Read more
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You Just Spent $3.5 Million on Your Super Bowl Ad. Now What?
Tags: digital video, media buying, online video
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Beyond the Box: The Metamorphosis of Television
- Co-authored with Jacqueline Johnson, assistant media planner/buyer
TV Everywhere could be a big moneymaker for advertisers and networks. Viewers now have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost, which will change the way TV is purchased from a media standpoint.
Gone are the days when the family would gather in the family room to watch their favorite primetime TV shows. The VCR dabbled in changing this habit, but the DVR completely mastered this concept. Now viewers have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost. This concept is known as TV Everywhere.
The growing demand for TV Everywhere has transitioned TV from a platform device to an experience, which is beneficial to both the viewers and advertisers. With TV Everywhere, cable operators are allowing mobile access to customers who pay for TV service, improving customer satisfaction and creating new revenue opportunities. And one of the main perks is that unlike DVR, consumers do not have to plan ahead to use it.
TV Everywhere could be a big moneymaker in the... Read more
Tags: b2c marketers, b2c marketing, media buying, media planning, mobile advertising, television advertising, TV advertising, TV commercials
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From Endcaps to eBay: How Shopper Marketing is Evolving
With shoppers’ media consumption shifting from traditional to digital channels, it’s surprising that media buys still aren’t following this shift as closely as they should. While 28% of consumers’ media consumption is online, only 13% of media spend is online (source: Morgan Stanley).
Smart marketers recognize that the strategy is simple: Follow the consumer. With 81% of shoppers conducting research online (source: Booz & Co.) before going to the store (typically spending an hour or more researching), digital really needs to be a cornerstone of, and not just an add-on to, media plans. Digital shopper engagement is now core to a brand’s success.
There are several techniques companies use to complement their in-store promotions and endcap displays, including advertising directly on a retailer’s website. Unlike the “pay and spray” ad network approach, the new approach – referred to as “digital retail media” or “digital shopper marketing” – enables advertisers to target consumers on retail sites while they are in a very distinct shopping mindset. With retail sites now trumping search engines as the starting point for researching product purchases (source: Compete), it only makes sense to have your brand message right there, loud and clear in the online store – just as... Read more
Tags: digital retail media, e-commerce, interactive advertising, media buying, media planning, shopper marketing
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A Start-up Story: Part 2
Last week I wrote about how we got started. This is a continuation of our story:
It's 2008 and still relatively early in the life of our company.
We've kept our burn in check so far. I feel in my gut that we have to find a way into media sales and our engineering driven team needs some sales DNA or else it's going to be tougher to integrate down the road. I want to avoid the oil and water situation.
We bring on our first sales person. She's charismatic, entrepreneurial, and been involved in everything from online gambling to selling brand ads for a green ad network. She begins to work on establishing relationships with Ad Networks and performance advertisers, but struggles with CPG and display advertisers. It's 2008. We try co-reg. It's weak at best and impossible to justify engineering resources. Direct lead and CPA relationships aren't touching what AdSense is bringing us. My gut says we need to stay focused on a few big deals and create deep relationships with a few brands. She doesn't think it will work. Her frustration grows and she soon leaves. The investment of... Read more
Tags: Ad Networks, advertising, brand, branding, Data, media, media buying, media planning, online advertising, online marketing, online publishing, Social Media, trends, Websites
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A Start-up Story: Part 1
Our story is not unfamiliar. A couple of tech guys get together to create a media business. They start quietly, build a fair amount of momentum -- and then doubts set in. The business does not materialize at the pace we’d imagined. Our road map looks challenging. While we are growing and making money, neither of these things are happening quickly enough. Doubt is a dark place for anyone, but it’s especially disturbing for an entrepreneur. Our plan was simple: get to two million US unique visitors, and sell 40% of our US inventory at a $12CPM.
Ten months after we started, my fears were killing me. I had previously told myself that it would be the fear of failure that would keep me focused and ultimately see me through. But, never before had my body broken out in raspberry patches along my rib cage - our business was taking longer to develop, and the symptoms were taking a toll on my health
As they say, nothing ruins a good story like real data.
Now, five years later, Quantcast lists us as a top 50 website. We get 42 million unique visitors per month. Thank goodness for Adsense. Our business is... Read more
Tags: Ad Networks, advertising, brand, branding, Data, media, media buying, media planning, online advertising, online marketing, online publishing, Social Media, trends, Websites
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