Big Trends in Super Bowl Marketing

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Football fans are paying records prices for tickets to the big game between Seattle and New England this Sunday. But they aren’t the only ones ready to invest a lot of cash into making Super Bowl XLIX a perfect event. Marketers are also driving to score big points with fans when it comes time for kick-off. Not surprisingly, they’re doing it in fresh, technology-driven ways. Social and mobile are now very much a part of the game plan. Modern-day Super Bowl advertising has become multiplatform. Here are a few defining trends that we can expect to see this year:

Get ready for new mobile-consumption marketing records

Mobile visitors are becoming even more valuable. Larger smartphone sizes mean more people feel comfortable logging longer viewing times on their devices. Recent metrics from the Adobe Digital Index illustrate this potential.

Alternating viewing platforms will drive new ad opportunities

Digital video consumption brings sports advertising opportunities to the masses via alternative viewing choices such as over-the-top platforms and gaming consoles.

Real-time digital video empowers a newly international viewership

Super Bowl viewership is set to become more international than ever as other countries have greater access to viewing the game in real time via digital video. That phenomenon isn’t just confined to one sport. The NBA is the most international in terms of geo-tagged social buzz, with 39% coming from outside the U.S. The MLB is in second place with 25% and the NFL is third with 21%.

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Social media will be a key marketing strategy

According to the Adobe Digital Index data, the NFL is the #1 social sport in the U.S., with more mentions prior to the season than any other pro league. During the season, 10 brands among NFL sponsors had nearly 500,000 mentions featuring their name and the NFL in the same spot. With that said, social will remain a key digital marketing strategy this year and will become even more complex. With Facebook changes, marketers will become less dependent on the image and more dependent on the video or link post.

Brand will get more bang for the marketing buck in the digital space

As digital marketing becomes more common, visual, emotional and humorous marketing is set to make an even bigger impact in 2015. As a greater number of marketers catch on to the idea that they can capitalize on the Super Bowl, the increasingly crowed landscape of advertisers in the digital ecosystem means creative excellent will be all the more critical.

Marketers are preparing their A-games, and the field awaits the best competition that money and creativity can buy. However you watch the game, advertisers will be innovating and reaching out for your attention during this year’s Super Bowl. In the game of brand image and awareness, the championship will be decided online.

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The Great App Debate

Being the parent of two children, ages eight and two, I am all too familiar with how easily kids today are able to navigate mobile devices. It seems like my two year old was born knowing how to play with an iPad. It’s almost as instinctive as drinking from a bottle or sucking on a pacifier. Every time I purchase an app for my kids I wonder if other parents use the same method I do in terms of what they purchase. Do they really take the time to research the app or do they just download it to keep the kids happy?

Back when Apple launched iOS 7, they introduced the “Kids” category in their app store. Before this category was introduced, users had to dig deep into the depths of the store to find kids apps. Today, they have gone a step further and split the thousands of kids apps into three age categories including 5 and under, ages 6-8 and ages 9-11. For parents like myself, this is a dream come true. I know longer have to worry about age appropriate apps and can let them search based on the criteria I set.

A 2013 survey by PBS Kids revealed that the biggest factor (80%) that influenced a parent’s decision when purchasing a specific app was the educations content. Price came in second at 56%. The survey also showed that many parents (including me) would testify that the best way to both educate and entertain children is via characters that their kids already know and will enjoy playing with. Only 27% said that the brand that made the app was important.

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After finding this survey, it is refreshing to know that other parents are active participants in what their kids download and play with. I also find it comforting to know that app developers are creating the apps to appeal to both audiences. It’s much easier, and causes less meltdowns in my household, when we can all agree on an app.

PBS Kids, the number-one and most trusted kids’ educational media brand and the source of educational media used most often by preschool teachers, offers these five tips to help parents navigate successful selection and use of apps:

1. Think about what your child is passionate about: Look for content that builds on your child’s excitement. Media should engage kids and spark their curiosity about the world around them.
2. Distinguish what is truly educational: Consider whether the content of the app is curriculum and research-based. Mobile platforms can amplify learning for children.
3. Develop a media plan for your family: A balanced media diet includes setting limits. This is also something that parents can keep in mind, too, as kids often model their parents’ behavior.
4. Play together: For kids 2 and up, apps are another opportunity to explore with your child. Talking with kids about the game or activity as you play offers both the opportunity to bond as a family and also identify teachable moments.
5. Avoid apps that try to sell: Select apps from trusted, reliable sources, and make sure that they are not trying to market to your child.

So…What’s It All About?

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Any definition of emerging media is difficult.

According to the American Journal of Business the most commonly applied ‘shorthand description’ of emerging media is that it is communications – of all types – based on digital technologies, and increasingly with interactive components .

Emerging media is something that is always changing. So what’s considered “emerging”? What’s relevant? What’s new? What works?

Whether we like it or not, the communications world is rapidly changing, and this is heavily effecting the advertising and marketing community. There must be a massive shift in the way we communicate our brand message. We must build relationships and grow our brand through unique selling points and complete transparency. We must build relationships with our potential customer regardless of our product or service.

Emerging media is the evolution of utilizing technology to share information in new and innovative ways. Current trends in marketing include an explosion in digital media with the development and expansion of social networks, blogs, forums, instant messaging, mobile marketing, e-mail marketing, rich media and paid and organic search all the way to offline trends in discovering the power of word of mouth marketing (WOM) techniques and strategies that become a part of integrated media and marketing campaigns.

We can all name off a list of what we consider to be up and coming trends in the new year.  Based on what we have seen in 2014, Tessa Wegert, put together a list of the top 10 digital marketing trends for 2015.  While we may have seen a few of these floating around, they only seem to be utilized by the powerhouse brands.  Soon we will see more and more companies jump on board and rollout their own versions.

So if you are the person responsible for sustaining your brand, to you I say, keep calm and keep up with the latest that technology can offer you and your consumers.