Welcome to a Super Bowl edition of #SundayMusings! With some skin in the game for the second year in a row, the nerves are a little shot, as the Seattle Seahawks look to become the first team in a decade to win two Super Bowls in a row. Ironically, the last team to do so is their opponent later today, the New England Patriots.
Let’s take a look at the top Super Bowl-related stories that have caught my attention over the past few weeks in branding and advertising. Next weekend will be our third annual Super Bowl ad review, an article I have thoroughly enjoyed writing the first two times around! With that in mind, I’m trying to avoid picking articles that have highlighted some of the early newsmaking ads.
#1 – “Only 46% of Super Bowl Advertisers Will Score Consumer Engagement” – via AdWeek.com
Premise: A $4.5 million dollar ad spend will get you less than 50% of your audience’s engagement, according to Brand Keys 13th Annual Super Bowl Ad Engagement survey. Interviewing 2,705 people that intend to watch the Super Bowl the projected big winners include the likes of Super Bowl regulars like Doritos, GoDaddy, and others such as Skittles. Two of the bigger brands to annually invest in Super Bowl ads – McDonald’s and Budweiser – don’t score well on building engagement.
Thoughts: Interesting “copy testing” like research ahead of the Super Bowl. You have to wonder how deflating it is to spend all of this money and hear news like this about a negatively received ad before it even airs later today. Here’s the link to the PDF directly from Brand Keys and the article from AdWeek includes a matrix that measures Engagement and Entertainment across the brand’s ads.
#2 – “Super Bowl 2015: Online Teasers vs. TV Reveal Debate Continues” via BrandChannel.com
Premise: The debate rages on in 2015 – should your brand tease your Super Bowl ad ahead of the big game or should it hold off and wait until it airs live during the commercial break? The article provides quotes that argue for both sides of the fence with proven success for both. The other trend that continues to grow is airing teases that lead into your Super Bowl ad, with brands like Skittles and Bud Light going this route in 2015.
Thoughts: You will find an overwhelming poll result in our ‘Tweet of the Week’ below, but my overall opinion on this is that brands shouldn’t release the full ad ahead of the game. It completely ruins the element of surprise. At least the teaser clips don’t give away your full ad and can build interest for your brand for tonight.
What do you think/prefer?
#3 – “Newcastle Is Crowdfunding Their Super Bowl Ad” via ConvinceandConvert.com
Premise: Newcastle Brown Ale entered the crowdfunding space in an effort to air a Super Bowl ad. Their “Band of Brands” effort included a microsite and online videos.
Thoughts: If you have enjoyed Newcastle’s advertising and humor across social media over the past few years, you likely love this … as do I. You can check out the microsite here and the full ad was released earlier this week:
#4 – “The Super Bowl an ideal time to launch video ads” via YuMe.com
Premise: YuMe conducted their own survey and among the 500 respondents, 79% said they watch the commercials because it is part of the tradition of the Super Bowl. Over a third (37%) will view the game on a connected device, suggesting that this is no longer about just watching the game or the ads on a big screen TV.
Thoughts: YuMe is always an interesting read as they bring digital behaviors to life with concrete data points. As more of us continue to shift our TV viewing behavior and add in the “second screen”, it is wise for brands to react accordingly. As we see in the other stories this week, many clearly are.
#5 – “7 YouTube Stars Help Tease Nissan’s Return to the Super Bowl” via AdWeek.com
Premise: Nissan hasn’t advertised during the Super Bowl in 18 years but that changes later this evening. The automaker has turned to seven YouTube stars and built the #withdad hashtag campaign to help build a little extra buzz for its ad spend.
Thoughts: We’re getting back to ad teasers vs. airing your full Super Bowl ad prior to the game here a bit. Nissan goes with what I would prefer other brands to do here, per my comments earlier. I’m not an avid YouTube watcher so I’m not that familiar with any of these stars. However, many others clearly are. The videos themselves bring their own elements to #withdad and I thought they were creative (several shown within this link/story).
Tweet of the Week:
POLL RESULTS: Hey Super Bowl advertisers, 89% of fans say they don’t want to see your ads ahead of time pic.twitter.com/chTUa2AxuN
— Darren Rovell (@darrenrovell) January 24, 2015
Darren Rovell of ESPN shows the results of a poll that we’ve spent a lot of time talking about in today’s #SundayMusings. Just under 90% of those who answered said they didn’t want to see a brand’s ad ahead of it airing during the Super Bowl.
The people have spoken, no? That’s several different data points that suggest the same thing – brands should not release their full ad ahead of the Super Bowl. Done and done. Stamped. Please?
That’s it for today’s #SundayMusings. Enjoy this evening’s Super Bowl and track which commercials you wind up enjoying during the breaks. We’ll be reviewing our favorites next weekend here on Shore Branding.