2012 Expectations and Advertising Strategy
Who are some of the advertisers at this year's Super Bowl, and what are you expecting from them?
Like last year, cars will once again have a big presence during the 2012 Super Bowl. Nearly ten auto manufacturers are scheduled to air ads. This category has become increasingly more competitive. Eight automakers purchased spots in 2011 and only six in 2010.
New players on the field this year include Century 21, Samsung, retailer H&M, Lexus and Dannon, the first yogurt company in history to advertise during the game day. Some perennial advertisers will return, including Anheuser Busch, Coca-Cola, GoDaddy.com and Pepsi. Notably, HomeAway and Groupon have elected not to play this year.
How will the growing appeal for social networking and digital media play a role in Super Bowl advertising?
This year's advertisers will extend their reach far beyond the traditional 30-second spot to fully integrate social media, public relations and other non-traditional elements into their marketing campaigns.
Social media continues to play an increasing role before, during and after game day. According to Advertising Age, last year's Super Bowl ads were watched more than 360 million times on the web. The number of online views is expected to reach a half billion this year.
Super Bowl advertising creates a common ground where brands and consumers can connect through social media. At the same time, it captures a diverse group of consumers beyond the traditional NFL fan demographic.
Has the high price tag and demand for Super Bowl ad space created added pressure for advertisers to perform?
As the most-watched televised event in the United States, the Super Bowl presents advertisers with one of the best opportunities to reach a mass audience. The decision to invest in a $3.5 million spot is not solely about the 30 seconds that the ad appears on the screen. Rather, the Super Bowl today has become a valuable platform for creating buzz — before, during and after the game. It also offers brands numerous other benefits, such as the chance to motivate employees and signal brand strength to distributors. All of this makes the return on investment (ROI) hard to capture in an absolute sense. But what is evident is that Super Bowl advertisers will be leveraging a variety of strategies to maximize their buys.
How can a marketer take the best advantage of a Super Bowl audience?
Brands that plan to launch new products can especially capitalize on the Super Bowl because it allows them to create awareness of their product on a broad scale. However, the success of an ad depends on a number of key factors.
First, it is important that products or services launched during the Super Bowl have a mass appeal so that the commercials can draw in a large group of consumers. Also, a brand's ads must be effective enough to relay the proper message to consumers. An ad needs to grab the viewer's attention, be memorable, and clearly illustrate what brand it represents to give people a reason to buy the product or service.