More Than Just Ad Games!
Feb 17, 2017
While Americans huddled around their television sets and scarfed down an estimated 1.33 billion chicken wings, the Patriots focused on a come back that could only be rivaled by our 2016 election. Yes the Super Bowl is always accompanied by some very interesting statistics, and we all associate this day for it’s iconic commercials, but just as the Super Bowl is more than just a game the ads this year were more than just ads on your television set.
Here’s a stat that’s particularly interesting to us at unified.agency. More than 9 out of every 10 Super Bowl TV advertisers integrated their TV ad campaign with their social media sites, either before or during the game. That’s 92% of the ads integrating with social media. This highlights a few truths about where the industry is headed and the importance of a multi-channel unified strategy that involves collaboration throughout varying disciplines.
It’s the dance of the silos, and the benefits of getting it right. CMO’s are all looking for agencies that can deliver a consistent message, across all the appropriate channels. I guess, “it’s in the details” still applies, and the results highlight the effectiveness of this approach.
Omer Shai, CMO of wix talks about not just delivering on the 30-second spot, it’s about the overall campaign. #DisruptiveWorld and wix’ previous Super Bowl campaigns, brought together multiple teams to create a month-long multi-channel program. This campaign not only lived beyond Game Day but it also went beyond the United States. All along while playing to their strength as a company that operates on a global scale.
I know this all sounds obvious and it’s a unicorn that been pursued by brands forever, but the fact is we are globalizing, and advertisers need to do the same. So, that’s all well and fine for billion dollar companies, or companies that can spend upwards of $5million dollars. Although, the true reason as to why this stat interest us is because we believe that 92% of brands will eventually have the ability to deliver consistent, strategic messaging across multiple channels effectively, and more important, efficiently. It’s all about unified marketing.
So buckle up CMO’s of big brands and small brands alike, the landscape is changing all around us and we’re ready for kick off.