Over 111 million watched the Super Bowl last year making it the perfect time for advertisers to get the attention of a large audience during a specific range of time. However, a 30-second ad during the Super Bowl will set you back an easy $5 million and estimates are that this number will increase this year. But, let’s face it. Not every company has the budget to spend $5 million on a 30-second ad.
Luckily for you, 82% of Americans say that they will use their smartphones during the game. This is great news because if online advertising is part of your marketing strategy (and it should be), then you can easily capture the attention of that 82%.
Snickers ran their “You’re not you when you’re hungry” campaign during Super Bowl XLIV which featured Betty White. The ad had themes that were directly in line with football and featured an actual game of football where Betty White was a player.
Always ran the “#LikeAGirl” campaign which did not directly contain footage with football but had themes like competition and being your best which are football-related topics.
Tip #1: What all of this means practically is that your campaigns are not limited to the US alone. Play around with combinations of keywords that include terms like “American Football”. This will give you an indication of how well ads related to the game will be received outside of North America.
There is usually a peak for searches that lasts 24 to 72+ hours after a first commercial airs. This peak is the same across multiple industries. This is the time to use your keyword hijacking skills to send the most relevant ads down the pipeline and make sure that your brand is part of the conversation.
Tip #2: Adage provided a list of ads that are scheduled to run this year. Have a look to see which of your competitors or vertical-aligned companies are placing ads and have your ads ready to play based on the keywords that are relevant.
However, not everyone can make video ads. Money, time and human resources are just a couple of factors that make creating video ads difficult. That’s why we created Video Collection to help advertisers that rely on product feeds to create video ads, quickly and efficiently. You can find out more here.
There are two things to take away from this. One is that if you are a “new” brand, you have your work cut-out for you. It might be harder to convert ads into sales. The second takeaway is that even if you are an unknown brand, you can create ads that will capture the imagination of your viewers. In fact, that should be your focus during the game, to increase brand-lift so that as you build other campaigns (with the final aim of selling) you will have an audience that is more likely to engage with your ads and buy your product because they remember and have an emotional attachment to you.
Tip #3: Identify which section of the marketing funnel that your target audience is in and design your brand-lift Super Bowl Campaign around that.
Awareness: How likely the audience is to remember your brand after they see your ad.
Interest: How likely the audience is to retain the main idea of your message.
Desire: How likely the user is to buy or increase the frequency with which they buy the product.
Just because Super Bowl ads can be expensive, does not mean that only a few advertisers can take advantage. If implemented well, any online marketer and PPC expert can create a successful Super Bowl campaign.