[February 05, 2016] |
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The Game before the Game: How Marketers Are Battling Before the Super Bowl
Visible
Measures, the leader in content advertising technology, today
announced trends and insights surrounding video ad campaigns leading up
to Super Bowl 50. Leveraging the company's proprietary True Reach®
metric and dataset across 600,000 web and mobile properties, the company
saw a shift in ad release strategy, and observed what the company calls
a "ripple effect," whereby users are viewing previous Super Bowl ads as
a result of new Super Bowl ads being released. Visible Measures (News - Alert) saw a
130 percent increase in average online viewership of the top ten Super
Bowl 50 ads before game day compared to 2015, demonstrating the growing
importance of an online presence for what has been thought of
historically as a TV-dominated event.
Super Bowl 50 Pre-Game Branded Video Trends As opportunities
for online branded video campaigns increase, brands are now taking
advantage of the scale and efficiency available online.
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Pre-Release Content Online - Pre-releasing Super Bowl content
online has been part of advertisers' strategies for a few years.
However, 2016 saw a shift in when advertisers pre-released. In 2014
and 2015, approximately half of the Super Bowl campaigns had been
released by the week leading up to game day, while in 2016 over 85
percent of campaigns have been released during the same timeframe.
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2014 Campaigns Launched Each Week (Sunday
-Saturday)
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2015 Campaigns Launched Each Week
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2016 Campaigns Launched Each Week (as
of 2.3.16)*
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1 Week Before (Sunday (week before) - Saturday(day
before Game)
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36
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26
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7
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2 Weeks Before
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12
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9
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20
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3 Weeks Before
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5
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6
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10
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4 Weeks Before
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4
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4
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5
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5 Weeks Before
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2
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N/A
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3
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Pre - January
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8
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6
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7
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* Includes both rumored to air campaigns and any campaign with Super
Bowl related content
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Ripple Effect for Brands - Viewership of a brand's Super Bowl
campaign will spike viewership for previous Super Bowl campaigns for
that brand, also known as a "ripple effect." The average percent
growth in viewership of the 2014 campaigns around the release of the
2015 Super Bowl campaigns was 501 percent or 7.4X increase in views.
For example, both of Budweiser's 2014 campaigns showed a sharp
increase in viewership after the release of the 2015 video Lost Dog.
The 2014 campaign Puppy Love garnered over 2.1 million views in
the week following the release of Lost Dog in 2015. Budweiser's
other 2014 campaign A Hero's Welcome garnered over 230,000
views in the week following the release of Lost Dog in 2015.
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Online-Only Super Bowl Campaigns - In 2014, Newcastle started
the trend of online-only Super Bowl ads with their If We Made It
campaign. In 2015 Volvo followed suit with their Greatest
Interception campaign. In 2016 we are seeing a number of
advertisers adapting this strategy, including Sam's Club Member's
Mark, Adobe (News - Alert), Nationwide Insurance, and PETA.
"With advertisers releasing content earlier online this year and an
increase in online-only Super Bowl advertisers, it's not just TV ads
that matter anymore-brands need to have a strategy that takes advantage
of the scale and efficiency an online presence can have," said Visible
Measures CEO, Brian Shin.
In addition to highlighting online video trends surrounding Super Bowl
50, Visible Measures has compiled data on the top ten campaigns related
to the big game. Two of the top ten advertisers are focused on online
distribution in lieu of an in-game broadcast presence.
The top ten Pre-Game Super Bowl ads include:
1. Ritz Crackers - Big Game Snacks - 29,288,180 True Reach® 2.
Wix.com - #StartStunning - 28,476,601 True Reach® 3. Doritos -
Crash the Super Bowl: Final Edition - 27,326,005 True Reach® 4.
Hyundai - The Chase - 27,097,018 True Reach® 5. Amazon -
#BaldwinBowl - 23,987,112 True Reach® 6. Sam's Club - Big Game Zen
Babies - 23,035,445 True Reach® 7. TurboTax - It Doesn't Take A
Genius (News - Alert) To Do Your Taxes - 22,313,206 True Reach® 8. Axe - Find Your
Magic - 20,351,406 True Reach® 9. T-Mobile - Super Bowl 2016 -
17,866,261 True Reach® 10. Heinz - Wiener Stampede - 13,937,414
True Reach®
About Visible Measures Visible Measures, the leading content
advertising technology provider, enables brands to better compete for
consumer engagement by maximizing their Share of Attention relative to
media spend in video content advertising. The company's platform is
fueled by a massive proprietary dataset, as well as patented
programmatic technology that combines five trillion data points to reach
more than 500 million unique monthly users across 600,000 web and mobile
properties. World-class advertisers and brands successfully rely on
Visible Measures' video content advertising platform every day to drive
unmatched consumer engagement worldwide. Visit us online at www.visiblemeasures.com
or follow us on Twitter (News - Alert) @visiblemeasures.
True Reach and Visible Measures and the Visible Measures logo are
registered marks owned by Visible Measures Corp. Other company and
product names may be trademarks or servicemarks of their respective
owners.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160205005722/en/
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