Display and Video / December 16, 2013 / By Erin Martin
Super Bowl: Amplifying the :30 Spot
In 1967, a thirty second ad in Super Bowl I sold for $40,000; today that same spot costs $4m. Forbes points out that this growth record beats the S&P 500 (10.3% to 6.3%), and that it has been more consistent than the rise of stock prices over the same period.
Last year 108.4 million people watched Super Bowl XLVII and 39% look forward to commercials more than the football game! With the huge growth in time spent online and on mobile devices, it’s no wonder that more and more people are going online to talk about the big game. Consider this:
- 50% of people will rewatch their favorite ads online and 40% will share ads (Venables Bell & Partners, reported by Business Insider)
- 56% plan to engage with some type of communication tools while watching the Super Bowl
- Social activity around the Super Bowl was 3X higher in 2013 vs. 2012, with more activity on mobile than web (88% vs. 12%) (Trendrr, reported by MarketingCharts)
- There were 20.9 million Super Bowl related tweets during the 2013 game, of which 3 in 10 were related to commercials (Whispr Group, reported by Mashable)
- In 2013 there were 400 million total video views, with more than 180 million taking place through the Thursday after the game. (Visible Measure reported by MarketingCharts)
- Overall 41% of Super Bowl viewers used their mobile devices more during the commercials, while the other 59% used them more during the game (Mobile Marketing Association & Session M, reported by Fast Company)
It’s clear that American’s enthusiasm for Super Bowl ads is growing and people are going online to watch, share and talk about the content. Whether brands are advertising in the big game or not, they need to be a part of the conversation and buzz. An easy way for brands to augment the online conversation before and after the event is to turn their :30 spot into interactive online video ads. Check out the following ways interactive video ads can increase reach, views, and buzz around the big event. What’s possible:
Extend the Viewing Experience
Production for Super Bowl commercials have extended beyond the standard :30 spot. Get bonus footage and extended versions seen with our Extender or Video Gallery ad products, which allow viewers to opt-in to view more.
Extender
Video Gallery
Get Social
Shared content is the most trusted form of advertising and brand communication! Increase social sharing and earned viewership by allowing viewers to share video ads to social sites, posting interactive video ads to your own social sites, or increasing video views to your YouTube channel.
PowerShare:
Allow viewers to share video ads directly to social sites
YouTube View Builder
Every video view counts as a view on your YouTube channel
Be Real Time
Make updates on the fly to respond to events in real-time. Anyone remember Oreo’s black out post? Be a part of the conversation by including a live content, Twitter, or Instagram feed.
Drive Greater Levels of Engagement
Add interactivity to allow viewers to spend more time with brand content and have a two way conversation.