AdWeek asked digital leaders: when does the Superbowl ad die? They asked this question last year too, and the answers seemed a bit more…hopeful back then for the biggest day in advertising. However, even though this year’s responses were less assured in the Superbowl ad’s reign, most discussed the way the digital and live worlds of advertising can complement and enhance each other as opposed to swallowing each other. Below, we’ve listed out some of the key takeaways:
Big screens still draw audiences, but that audience does not have your undivided attention.
However, that’s not a negative thing if marketers are willing to also be on more than one screen. Start a conversation and let it continue where audiences are already sharing and talking, or conversely let the latest trends from the internet influence your traditional media. Ideally, do both.
Commercials don’t just live on televisions.
According to Dan Neely (CEO of Networked Insights), 85% of this year’s ads have already been released. But this isn’t just for television ads. Designer Oscar de la Renta gave the first exclusive look at their fall 2013 collection on Instagram before publishing the photos in a magazine. However, you’ll notice that Oscar de la Renta still shows up in fashion magazines and that despite ads being pre-released on Hulu and Youtube early, Superbowl airtime was still purchased. The argument doesn’t always have to be that one format will destroy the other. In a lot of cases, digital and traditional media can really complement each other.
Be constantly responsive.
Since that cookie-company-that-you’re-all-sick-of-hearing-about’s big real-time moment during last year’s Superbowl, brands and agencies have spent a year discussing the convergence of live cultural events and marketing. And on its 1-year anniversary, expect to see a lot of brands putting a year’s worth of discussion to work. The real lesson however isn’t just to plan to be real-time once a year – it’s to be responsive to customers 365 days a year.
What do you think? Is the Superbowl ad dead? Let us know what you think on Twitter or in the comments below.Read More