Re-thinking sports marketing now that fans are in charge
TV + Smartphones + Social = ROI?
A recent survey from Lightspeed Research estimated that nearly two-thirds of viewers aged 18 to 34 who plan to watch the Super Bowl also plan to make use of a smartphone.
Of those with a smartphone, 59% will be sending emails or text messages about the game, 18% will be checking out ads online from their phones, and 18% will visit advertiser websites. Almost a third, or 32%, will be posting comments about the game on a social network, according to the survey. More
These are compelling stats and speak to the essential value of both mobile and social media in the marketing mix. But given the low cost and high potential return of new media, it causes one to wonder: do we really need the Super Bowl spot in the first place?
Which is most valuable: the Super Bowl spot, or the social media and mobile extensions?Share your thoughts here
I think social media and mobile extensions add more value. You need to stay innovative. The sportfans/ consumers simply get a blind spot for the (old) traditional advertisement spots
Cop out answer, but of course it depends on what objective the brand is trying to achieve. If it's awareness, I don't think the value of any single media placement can compare to a super bowl ad spot. But the accompanying social media and mobile components will have a greater impact on the middle of that marketing funnel - consideration and preference and ultimately conversion.
Also, the question is tough to answer because the impact of the two options are not mutually exclusive. The Super Bowl ad wouldn't have as much value without the social and mobile extensions, and the social and mobile extensions wouldn't have as much value without the Super Bowl ad.
It's all very Gestalt, isn't it? Each component has value which is heightened by the presence of the others. The whole is more valuable than the sum of its parts. I think the only way to judge the total value of each component is over time. TV provides the big bang. Social and mobile live on well beyond the event.
I agree with Mark and Kristen about the power of the Super Bowl TV ads. The novelty of a Super Bowl TV ad is pretty powerful. This is one of the few times where commercials take center stage, and I don’t think this should be overlooked. Brands that want to be talked about on Monday morning need a TV spot.
That being said, I think the most effective campaigns will use TV commercials to leverage social media campaigns. A few of the top brands are embracing social media in their TV ads this year, and it will be interesting to see how this is received.
2 or more methods are always better than one. The case I was making was if you have to choose between 1 or the other and a decision needs to be made where to invest resources, the investment in the spot advertising is more valuable. Companies that are spending the going rate needed for in game advertising are forcing social media chatter about their decision already. Getting both of best worlds with 1 buy.