February 1, 2010
Thomas Harpointner says that Super Bowl advertisers must incorporate Interactive marketing elements into their television spots. Advertising in the Super Bowl is a great way to reach over 100 million people in a single hit, but advertisers need to look closely at their budgets and determine the importance of tangible, measurable results that an Interactive marketing strategy offers. Harpointner’s comments include:
“Advertising in the Super Bowl is a great way to display your product if your advertisement is unique,” says Harpointner. “Commercials run during the Super Bowl are highly buzzed about before, during, and long after the game. The advertisements are distributed worldwide via the Internet, and this year they will be riding the coat-tail of social media.”
“The trend will be bigger brands taking a more Interactive approach during the Super Bowl. After 23 years, Pepsi will be pulling out of the Super Bowl. This leads many to believe that other brands are likely to do the same. Companies with new or existing brands will continue to advertise during the Super Bowl because they have something new to offer that will help to drive in website traffic.”
Top 3 Super Bowl Advertisement Takeaways:
- Consistency = Higher ROI: A marketing approach that is consistent across all channels (traditional and Interactive), helps businesses improve return on investment (ROI).
- Learn from Super Bowl Advertisers: Small and medium sized businesses can use the same tactics and strategies as Super Bowl advertisers. For instance, increasing website traffic by including unique URLs in your traditional advertising campaign to produce tangible, measurable results.
- Multi-Channel is More Effective: Statistically speaking, a multi-channel buyer is between 20-60% more valuable while triple-channel buyers are 60-125% more valuable. Plus, multi-channel shoppers have a lower attrition rate and buy a wider range of products.