Tonight, I watched the Super Bowl in Florida, during the iMedia Brand Summit. That basically means, I got to watch the Super Bowl with 200+ marketers. It’s a very different viewing experience than watching with your friends and family who aren’t involved in marketing, advertising, technology, digital or social media. I’ll let Mashable and every other major publication cover the lessons learned, best ads vs worst ads, winners vs losers, etc. They’re much better at it than I am. That said, I wanted to touch on 3 very quick observations.
- It’s 2012 and not much as changed when it comes to “TV” and digital calls to action. Since circa 1997 digital folks have been begging their clients and traditional creative teams to include a URL in the ad. The traditional thinkers obliged around 2000 by putting the URL in the last frame and in 2 pt font (something a bit larger than legal lines in ads). The argument for not including it throughout the entire commercial or in a larger font is generally something esoteric like, “we don’t want to interrupt the viewing experience” or “adding the URL at the very end is the perfect bookend to the commercial; they’ll be more apt to take action when it’s the last thing they see.” Both are hogwash. It’s 2013 and URLs, when they’re included, are still on the last frame and are still barely above a 2 pt font size. When they weren’t included, hashtags were. Roughly 50% of marketers chose a hashtag to be included in their ads. Awesome. Makes sense, given all the 2nd screen usage during the game. But, 2013 is just like 2000. Yes, hashtags were included, but they were included in the very last frame and in small font sizes. Sigh. As an industry, we still haven’t evolved.
- Including paid search to surround your Super Bowl marketing efforts, was something overlooked by many advertisers, 10 years ago. In my favorite example of how much of a mistake it was to forget about pad search during the Super Bowl, check out this post from AdAge about Ford and GM, from 2006. Yes, even 7 years ago, we were still making the same mistakes. This year, I’d say most marketers had paid search accounted for. But, they traded their former misses in SEM with not being tuned in to the real-time needs in social. Here’s a great example of what Oreo, Walgreens and Audi (in my opinion the best presence during the Super Bowl across all touch-points) did during the Super Bowl…when the lights went out. It’s impressive for a multitude of reasons, but to me, what impresses the most, is how well there organizations must be wired to move that quickly. Speed, in social, wins. It always has. But, today, it’s not just speed, in social. It’s speed in everything you do in marketing.
- Marketers get more amped about the intricacies of what a brand did or didn’t do during the Super Bowl. The average consumer, in my humble opinion, doesn’t seem to care. When I looked at my own person social feeds on twitter, Facebook, Instagram, etc. it was clear that those talking about the ads the most were marketers, not “regular” people. The regular people were talking about the game, the half-time show and occasionally talked about the ads. When they did talk about the ads, it was generally a simple statement that made it clear they either liked or didn’t like the ad. It makes you think for a second, why do we listen to the arm-chair advice from other marketers, when it’s our consumers who we’re trying to connect with?
I think this was the first real-time and multi-screen Super Bowl. We saw it in the ads, the calls to action, the speed in brand responses and how consumers voiced their thoughts. The bar is higher than it’s ever been. If you’re going to spend roughly $4 million dollars on a Super Bowl ad, you need to think about the real total cost to cover social media monitoring, real-time content, the supporting digital elements, etc. Stepping on to the biggest stage isn’t just the media cost and the cost to produce the spot. There’s so much more. Consider that fact when you plan out, not just next year’s Super Bowl campaign, but frankly, every campaign you do.