Aired February 5, 2014
Despite the drastic changes that are transforming the industry, advertisers continue to spend enormous—and growing—sums to be a part of the national conversation by advertising during the Super Bowl. Professor Jerry Wind and WFoA Executive Director Catharine Hays co-hosted their first Sirius XM radio show on Wednesday, February 5, 2014, as part of the weekly series Marketing Matters on Business Radio Powered by The Wharton School to discuss the advertising world’s biggest and most anticipated event.
Three guests provided unique perspectives: WFoA GAB member Rob Norman (Chief Digital Officer Global, GroupM) provided some of the media context for 2014 Super Bowl advertisers (including coining the term “Hoaming” to describe “roaming at home”); Matthew McCarthy (Senior Marketing Director, Unilever) discussed Axe’s Super Bowl ad and related campaign strategy; finally, WFoA GAB member Roel de-Vries (Global Head of Marketing, Communications & Brand Strategy, Nissan) discussed the reasons behind Nissan’s decision not to advertise in the Super Bowl this year.
After 2013 marked the unofficial debut of real-time advertising via twitter, many brands established social media command centers in hopes of duplicating Oreo’s real-time feat of breaking through the social media chatter. But without any big moments this year to respond to or discuss, advertisers resorted to chatting amongst themselves about what has always dominated the cultural conversation: the television ads.
Key takeaways from the discussion (which is rebroadcast throughout the month and available for streaming) include:
- Live sporting events like the Super Bowl are still one of the few ways to reach large, diverse audiences, relevant to both big budget advertisers who need to sustain cultural relevancy and smaller brands who are looking to make a statement
- The new advertising ecosystem includes pre-, during, and post-Super Bowl exposure and interactions through all touch points.
- While some advertisers pre-released entire ads, some released teasers, and some did no pre-release, the comparative effectiveness of each strategy has not been determined
- Smaller businesses (e.g. resellers of Microsoft products) can find ways to draft off the noise created by the ads before the moment “goes cold” by taking advantage of social media
- If a brand decides to advertise on the Super Bowl, they have to: be crystal clear about their message and objectives so as not to squander the enormous visibility and opportunity; stay focused on their own outcomes and not get distracted by the other advertisers’ strategies; use the television ad as a launching pad for a continuing conversation
- Targeting is important but there are many facets to Super Bowl audiences where brands can find relevance; TurboTax‘s ad is a good example
- The jury is still out on the impact of second and third-screen devices, though how viewers use other media in complementary and concurrent ways is a huge behavioral change that will likely have greater future impact.
–Alexa de los Reyes, WFoA Associate Director